Sora AI, OpenAI’s newest AI model, is staged to change the marketing and business worlds, at least as far as video production is concerned. This AI breaks the mould even further of what we thought AI tools were capable of, being able to create realistic and imaginative video content for marketing from scratch.

Adobe, one of the biggest providers of videography applications and software, recently lost $18 billion in market capital after the debut of Sora’s true capacities. 

Although there’s a lot of current excitement about AI, including Sora, its true long-term effects are probably even more significant than we think.

Advance Your AI Marketing

The Transformative Impact of Sora on Marketing and Business

As of writing this, the video generator, Sora AI, is not officially available for public use, but it is anticipated that it will become available some time in the second half of 2024. With that said, we can hypothesize many of the ways Sora will be used as the next breakthrough marketing tool.

Sora AI’s text to video function allows users to create multiple shots within a single video, providing a seamless way to depict complex scenes. This includes the ability to create multiple characters and generate imaginative scenes from an existing still image or existing video. 

For instance, marketers can use Sora to generate a short film featuring a short fluffy monster interacting with sea creatures in a Tokyo street setting, all based on text input prompts:

Sora’s main functions is in creating video from text by using highly descriptive prompts to ensure accurate details are captured. The diffusion model and transformer architecture behind Sora allow for the generation of many frames per second, making the animations smooth and lifelike. 

However, it’s crucial to be aware of the potential for physically implausible motion and missing frames, which require human oversight to correct. Even with that, the content Sora AI has been able to produce so far has seemed pretty crisp. 

Here’s the debut video showcasing the visuals Sora was able to produce, unadjusted, from a single user’s text instructions: 

<iframe loading="lazy" title="Introducing Sora — OpenAI’s text-to-video model" width="500" height="281" src="https://www.youtube.com/embed/HK6y8DAPN_0?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Sora by OpenAI is changing how we create content in marketing. A key feature is its ability to create one-minute videos from simple text prompts, which will make it super easy to create video assets for marketing purposes. This makes it much easier for marketers to quickly produce video content. 

But as intriguing as this all sounds, there is no shortage of challenges either. AI-generated content can be produced in large quantities, but it may not always engage audiences as well as content made by humans. Engaging with people on social media often needs a personal touch that AI hasn’t fully mastered yet.

Here are some tips for marketers who want to use Sora AI effectively, when it becomes available:

• Try different kinds of content to find out what your audience likes best. Experiment with various formats, such as short videos, animated infographics, and interactive posts, to see which type resonates most with your target audience. This approach helps in identifying the most effective ways to capture attention and drive engagement.


• Keep improving your prompts to make the AI content better and more relevant. Continuously refine the text instructions you provide to Sora AI to generate videos. This ongoing optimization ensures that the AI produces content that aligns closely with your marketing goals and maintains high visual style and quality.


• Mix AI-generated content with human editing to make it more authentic and engaging. Combining the efficiency of artificial intelligence with the creative professionals can result in content that is both high-quality and emotionally engaging. This hybrid approach leverages the strengths of both AI and human creativity to produce videos at scale and with a high level of visual quality:

Key Takeaway: Sora is changing marketing with its ability to convert text to video, but it’s most effective when used together with human creativity.

Economic and Employment Implications

Sora AI is changing not only the way content is created but also the job market. While automation is taking over some traditional marketing roles, new jobs are appearing, especially in AI management and enhancement.

It’s essential to keep a balance between technology and human creativity. Although AI like Sora can automate many tasks, the unique insights and creative ideas of humans are still vital in developing effective marketing strategies.

Much like all other types of AI, Sora will likely have a lasting impact on jobs down the line. And while that may mean jobs that exist now may not exist later, there will likely be a new influx of roles related to AI prompt engineering. 

Let’s take a glance at what business owners can do to prepare the roles in their company for more comprehensive AI use:

1) Figure out which jobs AI can improve, not just replace

The painful truth is that many of the job functions marketers are doing today will partially if not completely be replaced by AI, but that doesn’t mean that an entire career in marketing is undone just like that. This is where we pivot out expertise and focus on wielding AI to do hat we used to do manually. 

Identify roles where AI can enhance efficiency and productivity without eliminating the need for human oversight. For instance, AI can handle data analysis and routine tasks, allowing humans to focus on creative and strategic initiatives. 

If you assess the specific functions within your organization, you can pinpoint critical areas where AI can support and augment human capabilities. This might