“Sora” awakens fears and unsettles sectors… A storm is advancing and is difficult to stop
OpenAI’s announcement of a new artificial intelligence tool capable of producing minute-long videos seemed like a storm that caused questions and concerns in the artistic innovation and media sectors, after the startup contributed to the spread of artificial intelligence through its program, “GBT Chat.” .
According to Agence France-Presse, the new tool called “Sora” has the ability to produce “complex scenes with several characters, specific types of movements, and precise details” through a simple, one-line request, according to the company, which pointed to current shortcomings in the program, such as confusion between… Left and right. But what initial reactions did this performance elicit in areas where there was fear of its repercussions?
Create video footage: Change is big
Among the shots revealed by “Open AI” on Thursday evening, is a scene of an imaginary creature next to a candle, while an image very close to reality shows a man walking in a wide area. These two examples demonstrate the ability of the Sora program to bring about a major change in the field of creating video clips.
In this context, Thomas Belanger, one of the founders of Cutback Productions in 2007, says: “We have followed the development of the image generation sector, which has generated great internal controversy, and sometimes immediate reactions on the part of the innovators,” adding: “There are those who feel that it is a storm.” “It is unstoppable and moving very quickly, and those who did not glorified it.”
“Open AI” logo on a mobile phone screen (AP)
This company, which worked on the Stromae and Justice tours, specializes in using images and “motion design” on a large scale, for an immersive concert or exhibition, for example.
Belanger continues: “No one has yet tested the new (Open AI) product… but what is certain is that no one was expecting this technological tool within a few weeks,” adding: “In the future, we will find different ways to innovate.”
Video Games: It’s kind of accurate
As for the video games sector, which may witness a radical change as a result of this technological advancement, it shows a division at the current stage.
The French company Ubisoft welcomed what it described as “progress,” and a spokesman for it said: “We have been exploring these possibilities for a long time, and as creators of worlds and stories, we see that there are a large number of future opportunities open to players and our teams, to express their imagination and innovation more honestly.”
For his part, the director of the “Alchemy” studio, which is based in Nantes, said: “I see that using this program at the present time is somewhat precise… I do not intend to replace my fellow artists with these tools,” stressing that “artificial intelligence is limited to “Reproducing things done by humans.”
But he stresses that this “visually impressive” tool could be used by small creative studios to produce professional-looking images.
While video footage is only a limited part of a video game scenario development scenario, Pouget expects that “tools like Sora or other generative AI that generate video clips will find their way in the long term, replacing the methods we use to innovate.” ».
Media: “We do not have a magic solution”
A storm that caused questions and fears (AFP)
Basil Simon, a former journalist and currently a researcher at Stanford University in the United States, points out “a jump that occurred over the past year and was terrifying.”
He says that he fears how this tool will be used during electoral periods, fearing that the public will find itself in a position of being “incapable of knowing what to believe.”
The presenter of the “Vrai ou Faux” program, Julien Ban, who is responsible for verifying information on the France Info channel, is “concerned” and says: “Until today, it has been very easy to detect fake images, by noticing that faces are repeated in Background, for example. But it seems that what this new program provides is on another level. “We don’t have a magic solution.” He adds: “Videos can be tagged to indicate that they are generated by artificial intelligence, and OpenAI can respect that. But what about Chinese or Russian competitors in the future?
Advertisement: Production ceases to be a topic
As for the “Fred & Fred” agency, which has previously cooperated with brands including “Longchamp” and “Budweiser,” and with a studio dedicated to artificial intelligence that opened in early January, it is expected that “80 percent of the brands’ content will be created based on tools.” Artificial intelligence, which will refocus on creative genius, and production will cease to be a subject.”
Although the director and founder of the advertising and influence agency “OTA”, Stephanie Laporte, believes that the tool is likely to “strongly change the sector,” she expects “a decline in terms of production,” as companies will resort to these new tools when their budgets are medium or low.
She believes that the luxury products sector may constitute an exception because it is “very sensitive to authenticity, and brands in this field may use artificial intelligence to a limited extent.”
Revolution and innovation: complex scenes with precise details
OpenAI, the inventor of the ChatGPT program and the image generator DAL-E, announced a new tool called “Sora,” which is used to create realistic video clips of up to a minute in length, simply by entering a text request. It is a major innovation in the field of artificial intelligence.
The Microsoft-allied startup explained that this platform, based on previous research conducted on the DAL-E and GPT programs, is still under testing, but it nonetheless showed some video clips and explained how it was created.
She explained on her website that the program can create video clips up to a minute long, “while maintaining visual quality and respecting the user’s request.”
She added that Sora can create “complex scenes that include several characters, specific types of movements, and precise details.”
It also allows creating a video from a still image, or expanding existing video clips, according to OpenAI, whose president, Sam Altman, indicated via “X” that it will allow the use of the new tool to a “limited number” of content creators, within the framework of a pilot phase, calling for Users asked to submit suggestions related to creating video clips, and moments later, the most prominent of them were displayed on the platform.
The “Sora” tool forms the basis for “programs capable of understanding and simulating the real world,” according to the startup, which hopes that it will be “an important step in achieving general artificial intelligence,” which is a highly autonomous system whose capabilities exceed what humans are capable of in most economically profitable tasks.
“We will engage policymakers, educators, and artists around the world to understand their concerns and identify positive use cases for this new technology,” OpenAI added.
