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When OpenAI last month lifted the curtain on Sora , its revolutionary software for generating hyper-realistic videos from text prompts, many were scared to death. After all, Sora's arrival on the scene brings with it potentially irreversible changes for the creative industry , which could be doomed to massive job losses because of such a powerful tool (from whose womb also emanates, in any case, a whole host of advantages).

But is Sora really the harbinger of a major revolution in the creative industry? In an article for Horizont , AI expert and creative director of Bubbybrand, Jan-Niklas Schmidt, lists five reasons why OpenAI's tool will effectively turn the creative industry inside out (and one reason why its revolution may come to nothing):

Reason #1 in favor: Sora is capable of generating the best stock videos ever seen
Sora is able to create 60-second videos based on text prompts that are not necessarily detailed, in which both the realism and the quality of the images stand out.

And it is true that if you look at the videos created by Sora in exceptional detail, you can spot more than one error. But OpenAI 's tool is still shaping up to be a phenomenal alternative to the (often incredibly hackneyed) stock videos used in many productions. And what's more, Sora has a significant competitive advantage over stock videos. While these types of videos, those hosted in libraries, are by definition non-specific in nature, the clips generated by Sora can be easily customized with text prompts.

Reason #2 in favor: Sora makes it possible to visualize ideas as quickly as it is cost-effective.
Sora is able to visualize the most seemingly absurd concepts and ideas with incredible speed, without the logistical and financial obstacles that traditional audiovisual productions usually encounter.

The ability to try out ideas that are still in a very early stage and make them a reality with a simple text prompt obviously has many advantages. It saves art direction teams hours of work on designs that sometimes literally end up in the trash bin and never see the light of day.

With tools like Sora, it is also easier to determine whether an idea has potential or not , saving time, money and resources spent on developing concepts that end up being discarded.

Reason #3 in favor: Sora automates video creation
ChatGPT and DALL-E are part, like Sora, of OpenIA's collection of generative AI tools. They have an API that allows ChatGPT and DALL-E to connect to other programs and tools so that their execution is of an automatic nature.

Sora will also likely have its own API , so it will be able to automatically create videos that can be easily integrated into manually filmed footage.

With Sora, it will also be possible to implement A/B tests to easily evaluate (and without excessive additional costs) which videos achieve a better response from the chosen target audience.

Reason number 4 in favor: The budget is not an obstacle to producing excellent productions
Quality in production has always been the great differential value of brands that, due to their budgets, can get involved in particularly ambitious audiovisual projects.

Everything changes, however, with the entrance of Sora, a tool that allows a simple video for social networks to boast the quality of a Hollywood production.

The fact that access to tools for creating quality videos is so astonishingly simple does, however, force originality and storytelling to take centre stage. In a world where technical video quality is destined to become the standard, narrative and emotional resonance must necessarily be the distinguishing elements of audiovisual productions.

Reason in favor number 5: The dream of “user-generated content” becomes a reality
Every brand dreams of having a large army of loyal customers on their side, sharing content on social bosnia and herzegovina whatsapp data media where their products and services are the focus. However, this dream rarely materializes because fans of brands, even the most ardent ones, sometimes do not have the time or resources to generate this type of content.

Tools like Sora give brand fans the opportunity to generate top-quality content without much effort on their part, and this is obviously great news for user-generated content (which is often under-exploited by brands).

Reason against: Sora is not the revolution that is proclaimed everywhere
Sora is a sensational AI-powered video generator that produces clips in which it is difficult to detect errors at first glance. However, there are also unresolved copyright issues surrounding the tool . And the fact that people with three and six fingers occasionally appear in videos created by Sora somewhat tempers the euphoria caused by the tool.

Furthermore, revolutionizing an entire industry will not be achieved by relying solely on one tool. Sora simply demonstrates the incredible speed at which generative AI is developing .

If we compare the first AI-generated videos just a year ago with the videos that Sora is capable of producing today, we see a real quantum leap. And in twelve months' time, the videos generated by Sora will probably seem bad compared to the videos that will be possible then.

The revolution on the horiz