A new artificial intelligence (AI) tool that promises to create short videos from simple text commands has raised concerns along with questions from artists and media professionals.
OpenAI, the creator of ChatGPT and image generator DALL-E, on Thursday said it was testing a text-to-video model called “Sora” that can allow users to create realistic videos with simple prompts.
The San Francisco-based start-up said that Sora can “generate complex scenes with multiple characters, specific types of motion, and accurate details of the subject and background,” but added that it still has limitations, such as possibly “mixing up left and right.”
Photo: AFP
Examples of Sora-created clips on OpenAI’s Web site range widely in style and subject, from seemingly real drone footage above a crowded market to an animated bunny-like creature bouncing through a forest.
Thomas Bellenger, founder and art director of Cutback Productions, has been carefully watching the evolution of generative AI image creation.
“There were those who felt that it was an unstoppable groundswell that was progressing at an astonishing rate, and those who just didn’t want to see it,” said Bellenger, whose France-based company has created large scale visual effects for such touring musicians as Stromae and Justice.
He said that the development of generative AI has “created a lot of debate internally” at the company and “a lot of sometimes visceral reactions.”
Sora has yet to be released, so its capabilities have yet to be tested by the public, Bellenger said.
“What is certain is that no one expected such a technological leap forward in just a few weeks,” he said. “It’s unheard of.”
Whatever the future holds, they would “find ways to create differently,” he added.
Video game creators are equally likely to be affected by Sora, with reaction among the sector divided between those open to embracing a new tool and those fearing it might replace them.
French video game giant Ubisoft Entertainment SA hailed the OpenAI announcement as a “quantum leap forward” with the potential to let players and development teams express their imaginations.
“We’ve been exploring this potential for a long time,” a Ubisoft spokesperson said.
Alain Puget, chief of Nantes, France-based game studio Alkemi, said he would not replace any artists with AI tools, which “only reproduce things done by humans.”
Nevertheless, this “visually impressive” tool could be used by small studios to produce more professionally rendered images, Puget said.
While video “cut scenes” that play out occasionally to advance game storylines are different from player-controlled action, Puget said he expects tools such as Sora to eventually be able to replace “the way we do things.”
Basile Simon, a former journalist and current Stanford University researcher, said that there has been “a terrifying leap forward in the last year” when it comes to generative AI allowing realistic-looking fabrications to be rapidly produced.
Simon said he dreads the idea of how such tools would be abused during elections and fears the public would “no longer know what to believe.”
Julien Pain of French TV channel France Info’s fact-checking program Vrai ou Faux (True or False) said he is also worried about abuse of AI tools.
“Until now, it was easy enough to spot fake images, for example by noticing the repetitive faces in the background,” Pain said. “What this new software does seems to be on another level.”
While OpenAI and US tech titans might promote safety tools, such as industry-wide watermarks that reveal AI-created imagery, “what about tomorrow’s competitors in China and Russia?” he said.
The Fred & Farid Group advertising agency, which has collaborated with the Longchamp and Budweiser brands and which early last month opened a studio dedicated to AI, said it anticipates that “80 percent of brand content will be generated by artificial intelligence.”
“Creative genius” would no longer be limited by production skills thanks to generative AI tools, one enthusiast said.
Stephanie Laporte, chief executive and founder of the OTTA advertising and influencer agency, said the technology would “force the industry to evolve.”
Laporte also said she anticipates ad companies with lean budgets would resort to AI tools to save money on workers.
A possible exception is the luxury segment, where brands are “very sensitive to authenticity” and “will probably use AI sparingly,” she said.
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