ChatGPT has become a part of common people’s habits in just a year, and is used both for developing speeches and writing essays. What will Sora be capable of tomorrow, which, for the moment, is not open to wide distribution? This tool also raises questions, concerns across the fields of artistic creation and media.
1. Groundswell for video creation
A fictional creature worthy of a 3D animated film is near a candle in a sequence revealed by OpenAI on Thursday evening. Another, this time photo shows a man walking in real, vast space. Through these two examples, it is Sora’s ability to shake up the video creation field that stands out.
“We followed the evolution of the image generation sector very early on. It creates a lot of internal debate, often knee-jerk reactions from creative people. There were people who thought it was an unstoppable groundswell moving at incredible speed, and who didn’t want to see it, says Thomas Belanger, one of the founders of Cutback Productions in 2007.
The company, which notably worked on the Strome and Justice tours, specializes in the use of large-scale images and “motion design” (animation of images, editor’s note), for example for concerts or immersive exhibitions.
“No one has yet tested OpenAI’s new product. (…) What is certain is that no one expected such a technological gap in a few weeks. This is unheard of,” Mr. Belanger asserts, though in the future, “we’ll look for ways to build in a different way.”
2 Video Game: Divided Opinions
Also likely to be disrupted by these technological advances, the video game sector is currently fragmented.
French giant Ubisoft welcomes “Leap Forward”. “We’ve been exploring this potential for a long time, and as creators of worlds and stories, we see many future opportunities opening up for our players and teams to more faithfully express their imagination and creativity,” he said. group.
“My position is that it is relatively unethical to use this at present. (…) I don’t intend to replace my fellow artists with these tools,” says Alain Puget, director of Nantes Studio Alchemy.
“My position is that it is relatively unethical to use this at present. (…) I don’t intend to replace my fellow artists with these tools,” says Alain Puget, director of Nantes Studio Alchemy, “AIs only reproduce things done by humans”.
However, he insists, this tool, “visually very impressive”, can be used by more general development studios, to create images with more professional rendering.
If video sequences are only a limited part of a video game intended to advance the narrative, Alain Puget still expects that in the long run, “tools like Sora or other generative AI that produce video will end up finding their way and changing the way. . We do things.”
3 Media: “Knowing What You Can Believe”
Basil Simon, a former journalist now a researcher at the American University of Stanford, describes “a jump in the last year that is terrifying”. He says he fears the tool could be used during an election period and fears the public will find themselves “not knowing what to believe anymore”.
“What this new software does seems next level”
Julian Penn, host of the fact-checking show “Vrai au Fox” on the FranceInfo channel, says he is “concerned”. “Until then, it was very easy to unmask false images, for example, by noticing faces in the background that were quite repetitive. What this new software does seems next level. We don’t have a magic solution,” he explains.
“Among fact-checkers, the idea is to put mandatory watermarks (marking system, editor’s note) on videos, to mark that they are AI. OpenAI can respect this. But (what about) tomorrow’s Chinese or Russian competitors? », he questions.
4 Advertising: 80% of production?
For the Fred & Farid agency, which has already collaborated with the Longchamp or Budweiser brands and where a studio dedicated to AI was opened at the beginning of January, we expect that “80% of the brand’s content will be generated by artificial intelligence.” “That creative talent will put in the center, the product will no longer be the subject,” we also rejoiced.
If she sees it as “the potential to forcefully change the sector”, Stephanie Leporte, director and founder of the advertising and influence agency OTTA, also expects a “breakout on the production side”, companies that will use these new tools when they have low or medium budgets.
