Top 5 Burning Questions Marketers Have About Sora in the Synthetic Social Era

AI video tools are rapidly gaining traction in mainstream culture, capturing the attention of marketers. Some see potential, while others express concern. Sora, developed by OpenAI, offers the allure of instant video creation. However, marketers are wary of risks related to copyright, brand safety, and ethical considerations. Before fully embracing AI-produced video advertisements, many seek answers.

Key Questions for Marketers in the Synthetic Social Era

1. Legal and Ethical Safety for Brands

The safety of AI video applications, like Sora, raises significant questions. Concerns revolve around brand safety, copyright, intellectual property, and potential disinformation.

• Hollywood studios, including Disney, Universal, and Warner Bros., are pursuing lawsuits against AI tools over copyright issues.
• There is a prevailing concern about the “black box” nature of AI, where the sources of input data and its manipulation remain opaque.

2. Consumer Reaction to Synthetic AI Content

Marketers are unsure how consumers will respond to AI-generated content. While some are excited, others voice apprehensions about the ‘end of truth’.

• AI content, such as that from Sora 2, can fall into the uncanny valley, lacking authenticity.
• As AI content proliferates, some note a diminishing interest from consumers in such media.

3. Impact on Creator Economy

AI video tools promise cost-effective and rapid content production. However, they challenge traditional creator economy models.

• Marketers debate the economics of licensing likenesses, voices, and personalities in AI tools.
• Some creators, like Joy Ofodu, proactively include AI-related clauses in contracts to protect their intellectual property.

4. Challenges in AI Video Production

Despite advances, AI video generation is fraught with challenges. Tools often need substantial human intervention to achieve desired outcomes.

• Creating a few seconds of quality video can require dozens of edits using AI.
• There is concern that AI-generated videos may become monotonous and indistinguishable.

5. The Rise of “AI Slop”

The term “AI slop” describes the potential oversaturation of AI-generated content, potentially turning off consumers.

• Mainstream adoption could lead to a cluttered digital marketplace, diminishing consumer interest.
• Marketers express concern about balancing technology ambitions with consumer expectations and perceptions.

Amid these challenges, many marketers at organizations like Emegypt use AI tools cautiously, prioritizing internal applications until clarity on issues like creative control and intellectual property emerges. Optimism remains, but accountability and energy considerations persist as hurdles to broader consumer-facing AI adoption.