An unprecedented technological acceleration
The video sector is going through a zone of major creative turbulence. While 2023 was the year of text and still images, 2024 is asserting itself as the year of movement. With the emergence of models like Sora from OpenAI, Kling, or Gen-3 Alpha from Runway, the boundary between reality and computer-generated content is no longer just blurring: it has practically disappeared. For professionals in the sector, it is no longer a simple technological curiosity, but an economic paradigm shift.
These tools are no longer content with producing blurry or jerky sequences. They now integrate a fine understanding of physics, light, and temporal consistency. The result: 60-second cinematic shots produced in minutes, where a traditional post-production team would have spent weeks in 3D rendering.
The creative business in full mutation
The impact on business is immediate. Advertising agencies and content creators are seeing their production costs potentially divided by ten. Traditional stock footage banks, long the pillars of the sector, are faltering in the face of solutions capable of generating custom shots, perfectly adapted to the client brief, without recurring licensing fees.
However, this formidable efficiency raises crucial questions about the value chain:
- Democratization vs. Precaritization: If access to high quality becomes universal, what will be the added value of image technicians?
- Intellectual Property: The legal vagueness surrounding the training data of the models remains a hurdle for major French and European production studios.
- Authenticity: The proliferation of synthetic content forces broadcasters to rethink information certification.
Towards a “Human” certification standard?
Faced with this deluge of algorithmically generated pixels, the industry is trying to organize. We are seeing the appearance of initiatives like the C2PA, aimed at integrating invisible and tamper-proof metadata to trace the origin of a video. For 24h00.info, it is clear that the value of video tomorrow will no longer lie in its technical perfection, which has become commonplace, but in the creative intention and the veracity of the discourse.
Major tech players, from Google to Meta, are now integrating these functions directly into their consumer tools. Video editing is no longer a matter for specialists manipulating complex timelines, but a natural language discussion with a machine. The challenge is no longer how to film, but what to invent.
The future: Interactive and personalized video
The next step, already visible in R&D labs, is real-time video. Imagine an advertisement that adapts its settings and characters based on each viewer’s profile, or video tutorials that are dynamically generated to answer a specific question. We are moving from the era of “stored” video to that of “on-demand generated” video. For French companies in the sector, adaptation must be immediate or they risk becoming obsolete before the end of the decade.
