OpenAI is actively pursuing the integration of its undisclosed AI word-to-video tool, Sora, into the realm of video production. The company is engaging in discussions with Hollywood studios, media executives, and talent agencies in Los Angeles to establish collaborative partnerships, as reported by Bloomberg on Friday (March 22).
These discussions form part of OpenAI’s broader referral program, as indicated in the report. In February, Brad Lightcap, the firm’s chief operating officer, conducted presentations in Hollywood to showcase Sora’s capabilities to interested parties.
Additionally, OpenAI’s CEO, Sam Altman, has been proactive in immersing himself in the entertainment industry, participating in events in Los Angeles during the Academy Awards weekend, according to the statement.
Sora, officially introduced in February but not yet publicly accessible, has the capacity to generate videos up to a second in duration based on input word prompts from users, as outlined in the report.
A representative from OpenAI highlighted in the report the company’s strategic approach of collaborating with the market through incremental advancements in AI deployment to ensure safe utilization and provide insights into upcoming developments. OpenAI anticipates ongoing discussions with artists and creatives in this regard.
The utilization of AI technology in Hollywood has stirred controversy, with concerns raised about its potential impact on professionals such as illustrators and voice actors. While AI is already prevalent in pre-production and post-production processes, there have been efforts to address these concerns, including strikes by screenwriters and actors last year to negotiate safeguards against AI integration, the report noted.
OpenAI’s unveiling of Sora on February 15 emphasized the tool’s capability to “generate complex scenes with multiple characters, specific types of motion, and accurate details of the subject and the background” using text-to-video technology.
The advent of generative AI tools has disrupted the traditional economic landscape of studios, prompting a reevaluation of their substantial production investments, according to Gilbert Galvan, vice president of strategy and innovation at XR Extreme Reach. Galvan anticipates that within the next three to five years, this technology may lead to the displacement of roles within creative and production teams.
