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OpenAI has been pitching Sora, its AI video generation model, to media industry executives in recent weeks to drum up enthusiasm and ease concerns about the technology's potential to disrupt certain sectors.
The Financial Times wanted to put Sora to the test, alongside the systems of rival AI video production companies Runway and Pika.
We asked advertising, animation, and real estate executives to write prompts to create videos they might use in their work. We then asked them for their opinions on how this technology could change their jobs in the future.
Sora hasn't been released to the public yet, so OpenAI tweaked some of the prompts before sending out the resulting clips, which it said resulted in better quality videos.
At Runway and Pika, initial and amended claims were entered using both companies' most advanced models. Here are the results.
Charlotte Bunyan, co-founder of Arq, is a brand advertising consultant
Revised OpenAI version of Bunyan's request to create a campaign for a “well-known high street supermarket”:
Pike and Runway videos based on Bunyan's original claim:
“Sora's presentation to people was consistent, while the actual visualization of the fantasy playground was faithfully presented in terms of descriptions of the various elements, which others failed to generate.
“It's interesting that OpenAI changed the word 'children' to the word 'people', and I'd like to know why. Is it a precautionary question? Is it difficult to represent children because they haven't had much practice with them? They chose the word 'people' instead of a Caucasian man with Brown beard and hair, which Sora actually had, raising questions about bias.
“Typical beer trailblazer. Hipster-friendly web buff. Certified alcohol fanatic. Internetaholic. Infuriatingly humble zombie lover.”