OpenAI’s announcement of a new artificial intelligence tool capable of producing one-minute video clips raised questions and concerns in the technical innovation and media sectors, after the startup contributed to the spread of artificial intelligence through its “Chat GPT” program.
The new tool, called “Sora,” has the ability to produce “complex scenes with several characters, specific types of movements, and fine 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.
What has been the initial reaction in areas that might be affected by this tool?
Create video clips
Among the shots revealed by “Open AI” on Thursday evening, is a scene of a fictional 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 video creation.
In an interview with Agence France-Presse, Thomas Bellinger, one of the founders of Bookpack Productions in 2007, said, “We have followed the development of the image generation sector, which has created a great internal debate, and sometimes immediate reactions on the part of the innovators,” adding, “There are some “They feel that he is an unstoppable storm that is moving very quickly, and those who have not glorified him.”
The 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 says, “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
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.” A company spokesman told AFP, “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 creativity more honestly.”
The director of the Nantes-based Alchemy studio said, “I find that the use of 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 Producing 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 scenario development video game, Puget expects that “tools like Sora or other generative AI that generate video” will find their way in the long term, replacing our methods of innovation.
The media
Basil Simon, a former journalist and currently a researcher at Stanford University in the United States, points out “a jump that occurred last year and was terrifying.”
He says that he is concerned about how this tool will be used during electoral periods and expresses his fear that the public will find itself in a position of being “incapable of knowing what to believe.”
Julien Bain, presenter of the “Vrai ou Faux” information-checking program on the France Info channel, is “concerned” and says, “Until today, it was very easy to detect fake images, by noticing that faces are repeated in “The background, for example. But it seems that what this new program provides is on another level. We do not 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?”
Advertising
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% of the brands’ content will be created based on artificial intelligence tools.” “This will refocus on creative genius, and production will cease to be a subject.”
Although the director and founder of the advertising and influence agency OTTA, 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.”
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