This is going to put stock video creators out of business.
OpenAI, the progenitor of ChatGPT, has once again stirred the pot with its latest innovation: Sora, a groundbreaking text prompt-to-video technology. Sora is a seismic shift, poised to redefine the very essence of video production.
Check out these two examples of what Sora can do. These videos (which can be made up to 60 seconds long are totally new and unique and made purely using Sora with a text prompt:
(Video courtesy of OpenAI. The text prompt for this was: “A litter of golden retriever puppies playing in the snow. their heads pop out of the snow.”)
(Video courtesy of OpenAI. The text prompt for this was: “Borneo wildlife on the Kinabatangan river.”)
With Sora’s ability to craft videos with intricate scenes, dynamic camera motions, and emotionally resonant characters, this technology is exhilarating ... and somewhat disconcerting for creators like me!
I’m a content creator entrenched in trying to tell stories through videos and writing. So you would suppose I would be perturbed about technology like this as it can potentially replace what I do. But the actuality is quite far from this presupposition.
The advent of Sora, I believe, echoes the transformative waves that were caused by bedroom DJing and music production software of the not-so-distant past. These innovations democratised music creation, allowing anyone with a half-decent computer to mix a beat or produce a track. More recently, anyone with a decent mic and just a smartphone can create a high-quality podcast. Gone are the recording studios needed for what is now considered a simple project. Similarly, Sora promises to level the playing field in the video production landscape, but with profound and nuanced implications.
Evolution, Not Extinction
Suppose you don't think about it too much. In that case, you might conclude that traditional video-making appears to be teetering on the brink of obsolescence in the face of Sora's capabilities. Here are a few more examples of Sora-created content to keep blowing your mind:
(Video courtesy of OpenAI. The text prompt for this was: “A movie trailer featuring the adventures of the 30 year old space man wearing a red wool knitted motorcycle helmet, blue sky, salt desert, cinematic style, shot on 35mm film, vivid colours.”)
(Video courtesy of OpenAI. The text prompt for this was: “A stylish woman walks down a Tokyo street filled with warm glowing neon and animated city signage. She wears a black leather jacket, a long red dress, and black boots, and carries a black purse. She wears sunglasses and red lipstick. She walks confidently and casually. The street is damp and reflective, creating a mirror effect of the colourful lights. Many pedestrians walk about..”)
I genuinely don’t believe this is the end of an era but the evolution of one.
My initial thought when I first saw the results of what Sora created was that my b-roll footage could be taken care of all before my first cup of morning coffee. I then asked myself how much more would Sora change the YouTube landscape? This technology could be a boon for independent creators, levelling the playing field not just against the traditional media titans but also fellow YouTube creators who have managed to build a massive following and, with it, a large budget for cameras and set-ups that smaller creators like myself can only dream about. Imagine crafting stunning visual effects, building immersive worlds, and telling compelling stories without needing a budget in the thousands of dollars. The game is indeed changing.
Concerns and Opportunities
Understandably, there are concerns about the impact of such technology on artists and videographers who have dedicated countless hours to honing their craft. Yet, rather than viewing Sora as a threat, we should consider it an opportunity to redefine roles within the creative industry and explore new possibilities, just like we have done with every other significant advance in technology and cultural shifts.
Video content mills and large production houses will undoubtedly jump at the chance to exploit such technology for mass production, which is an incredibly annoying thought - particularly when I think about those content mills! However, rather than thinking about what others are doing I think we should focus on Sora's immense potential for individual creators. The democratisation of video production could lead to a renaissance of creativity, where the only limit is the storyteller's imagination.
If other creators are creating something that you feel lessens what could be done with the technology, raise the standard, be a good example and do better!
The Essence of Storytelling
At the heart of this technological revolution is the timeless essence of storytelling.
Stories form the bedrock of our social DNA, serving as the threads that weave the fabric of human experience. Whether through the lens of a camera or the algorithms of AI, it's the narrative that captivates and holds us. Storytelling matters in whatever genre of content creation you are working in, but this is a subject for another day.
As we stand on the cusp of this new era - and to be fair, it does feel like we've been on the cusp of many new things in recent years - it's crucial to remember that technology is simply a tool to serve our creative visions, no matter how advanced. The true power lies not in the medium but in the stories we choose to tell and how we tell them. AI like Sora may change the game, but the story remains constant, the North Star guiding the ship of creativity through uncharted waters.
Looking Forward: A New Chapter in Video Creation
I think that we should embrace the possibilities brought by Sora and similar technologies and not be caught in the trap of Luddite thinking. The future is upon us, and the next wave of change is about to hit our creative shores whether we like it or not. Smaller creators now have the opportunity to compete on a larger stage, bringing their unique visions to life in previously unimaginable ways.
In this story of technological evolution, it's not about mourning the past but embracing the future and the myriad opportunities it presents. Let me encourage you, fellow content creators, to harness the power of Sora and other AI tools to tell our stories, pushing the boundaries of creativity and innovation. Stories hold us together, and stories will always be told. It's how we tell these stories that will continue to evolve and inspire.
If you're still sceptical, why not think about how you might lean into this inevitable change with optimism and curiosity, exploring how these new tools can enrich your storytelling arsenal.
The content creation journey is taking an exciting turn, and I am eager to see how this story further unfolds ...
Thanks for reading the Monday edition of The Spark!
As well as this newsletter (Monday Review) I send another two posts every Wednesday and Friday
Wednesday Wisdom: Here, I’ll share a carefully curated list of tech tools and productivity tips, along with a round-up of the latest meaningful news around tech, productivity and AI.
Friday’s Insight: End your week with a more personal note from me. I’ll talk about my journey as a content creator, share stories, and leave you with a thought-provoking question or challenge.