It was last February 15. In a few sixty-second clips showing mammoths in the snow and the streets of Tokyo in the rain, OpenAI petrified the audiovisual industry. With Sora, Sam Altman’s firm proved that artificial intelligence was no longer confined to text or still images, but capable of simulating the laws of physics with disconcerting precision.
The brutal acceleration of the market
Since this announcement, the video sector has experienced unprecedented acceleration. While Sora remains for now reserved for a handful of artists and testers, the competition was quick to replicate. Players like Runway, with its Gen-3 Alpha model, or Luma AI and its Dream Machine tool, already allow the general public to transform a simple text prompt into a high-quality cinematographic sequence.
The economic stakes are colossal. For tech companies, video is the new creative and advertising eldorado. For production studios, a paradigm shift is on the horizon. The promise is simple: drastically reduce post-production costs, the creation of virtual sets, and special effects.
Towards the end of traditional filming?
While the technology is fascinating, it raises existential questions for professionals. We are no longer in the realm of gadgets. The latest models now integrate:
- Temporal consistency: objects no longer deform from one frame to the next.
- Lighting management: reflections and shadows follow camera movements.
- Multi-angle control: the ability to generate the same scene from different viewpoints.
However, realism comes at a price. The computing power required to generate these videos is phenomenal, posing major ecological and logistical challenges. Moreover, the issue of copyright remains a time bomb. What data were these models trained on? OpenAI and its competitors remain vague, drawing the ire of creators who see their style copied without consent.
The business of mass personalization
Beyond cinema, the marketing sector could be the first to be transformed. Imagine an advertisement that adapts in real time to each user: the setting, the products, and even the actors could vary according to your profile, generated on the fly by an AI. This extreme personalization is the next battlefield for social networks like TikTok and YouTube.
For 24h00.info, the analysis is clear: we are entering the era of visual democratization. The technical barrier is collapsing. Tomorrow, the value of a video will no longer lie in the technical ability to film it, but solely in the originality of the concept and the narrative. Technique becomes a commodity, imagination becomes the only differentiator.
