Sora
OpenAI's text-to-video AI model capable of generating realistic, minute-long videos from text prompts.
Definition
Sora is OpenAI's video generation model announced in February 2024, capable of creating photorealistic videos up to 60 seconds long from text descriptions. It understands physics, object persistence, and complex camera movements, producing videos that approach professional quality.
While initially limited to researchers and filmmakers, Sora represents a major leap toward AI-generated video content at scale.
Why It Matters
Sora signals the coming disruption of video production—stock footage, B-roll, product videos, and eventually more complex productions could be AI-generated. Marketing teams need to prepare for dramatically lower video production costs and timelines.
Understanding video AI helps organizations plan for rapidly changing content production economics.
Examples in Practice
A brand envisions creating personalized product videos for each customer segment without filming dozens of variations—simply describing each scenario to AI.
A marketing team produces concept videos for campaign pitches in minutes rather than weeks, testing creative directions before committing production resources.