By now, you’ve probably heard about OpenAI’s Sora. The research organisation claimed that this latest advancement could be prompted to convert text into “realistic” videos.
One of Sora’s standout features is its ability to create longer, multi-shot videos that are up to a minute long, which some AI models struggle with. Sora sets itself apart by its ability to create enhanced interactions, allowing the model to generate accurate and eye-catching scenes.
ManageEngine Enterprise Analyst Samudhra Sendhil (Pic) said with these features, Sora has immense potential to transform the way organisations market their products and deliver training materials.
However, tools like these are not without risks. Sora’s ability to create photorealistic clips opens up new possibilities for attackers to disgrace organisations and deceive members of the public. In order to maximise their benefits, organisations need to understand the ins and outs of how these programs work along with the features they offer.
How AI video generation works
AI video generation platforms are powered by advanced ML models that use deep learning techniques to identify and mimic patterns, actions, and sequences from massive sets of video content. Furthermore, with natural language processing capabilities and generative algorithms, AI video generation platforms can create clips that are based on the provided text instructions.
AI video generation platforms not only replicate the visual aspects, but also provide continuity and context. As a result, the video’s movements and sequences appear natural, with minimal signs of inconsistencies or errors. With AI video generation technologies progressing by leaps and bounds in recent times, the video output can appear almost identical to real life.
Possibilities of AI video generation technologies
In the business world, AI video generation technologies have immense potential to transform enterprise-level operations. These include:
Advertising
AI video generation technologies allow marketing teams to translate customer data and market trends into personalised advertisements. These advertisements can improve customer engagement and allow organisations to gain a competitive edge.
Education
AI video generation technologies’ abilities to emulate different learning styles make them the ideal tool for creating personalised training materials. These materials make developing skill sets easy and enjoyable for employees.
Entertainment
Independent content creators and small-scale gaming studios can use AI video generation technologies to create eye-catching videos without having to rely on expensive CGI or physical props. Not only will this give content creators and studios a chance to tell their own stories, but it also allows them to compete on equal footing with larger entertainment agencies.
Real life or fantasy?
While AI video generation technologies offer great benefits for various industries, they also come with ethical risks. As AI-created videos become more lifelike, it becomes difficult for viewers to distinguish artificial creations from reality, and this can lead to organisations struggling to maintain trust and credibility. This is especially the case as attackers can use AI video generation technologies to propagate misinformation.
For instance, attackers can create deepfake versions of public figures announcing endorsements or making malicious statements. These clips can disrupt market dynamics and ruin organisations’ reputations in the eyes of the public if they are published on public forums like social media.
Navigating ethical challenges
Due to the risks posed by AI video generation technologies, it is imperative that organisations develop standards and policies to ensure that they are used responsibly and to prevent abuse. In Malaysia, guidelines are in place that can act as a point of reference for organisations to create a robust and effective framework for AI governance.
Case in point: The National Artificial Intelligence Roadmap 2021-2025 outlines seven principles that ensure that AI is used in a way that does not compromise user safety. These include implementing privacy controls that prevent people’s appearances from being misused by bad actors, as well as overseeing which processes should be adopted when using AI to create videos.
Additionally, organisations can take proactive steps to ensure that the content produced complies with ethical principles and considerations of the digital age. This includes employing content watermarking to act as an identifier of AI-generated content. With this measure in place, organisations can lower the risk of viewers being fooled by deepfake videos and simplify the tracking and controlling of AI-created content.
AI video generation technologies can give organisations that have little to no filmmaking skills the power to create realistic and creative videos with just a few text prompts. However, as employees explore the possibilities of AI video generation technologies, they also need to overcome the ethical and safety risks surrounding them.
By enacting and upholding ethical standards and practices, AI video generation technologies can be a force for good without compromising users’ privacy or jeopardising trust.
