Source: AFP
A new artificial intelligence tool that promises to create short videos from simple text commands has raised concerns along with questions from artists and media professionals.
OpenAI, the creator of ChatGPT and the DALL-E image generator, said Thursday that it is testing a text-to-video model called “Sora” that may allow users to create realistic videos with simple prompts.
The San Francisco-based startup says Sora can “create complex scenes with multiple characters, specific types of movement, and precise details of the subject and background,” but admits it still has limitations, such as potentially “mixing left and right Β».
Here are the first reactions from industries that could be affected by the new genetic artificial intelligence (AI) tool:
Studio
Sample clips created by Sora on OpenAI’s website vary widely in style and subject matter, from seemingly life-like drone footage above a busy market to an animated bunny-like creature bouncing through a forest.
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Thomas Bellenger, founder and art director of Cutback Productions, has been keeping a close eye on the evolution of AI imagery.
“There were those who felt it was an unstoppable wave moving at an amazing rate, and those who just didn’t want to see it,” said Bellenger, whose France-based company has created large-scale visual effects for such tours. musicians as Stromae and Justice.
He said the development of genetic AI has “generated a lot of debate internally” at the company and “a lot of sometimes visceral reactions”.
Bellenger noted that Sora has yet to be released, so its capabilities have yet to be tested by the public.
“What’s certain is that no one expected such a technological leap forward in just a few weeks,” Bellenger said. “It’s unheard of.”
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He said that whatever the future holds, they will “find ways to create differently.”
Video games
Video game creators are just as likely to be affected by the new invention, with reaction within the industry divided between those open to adopting a new tool and those who fear it could replace them.
French video game giant Ubisoft hailed the OpenAI announcement as a “quantum leap forward” with the potential to let players and development teams express their imaginations.
“We have been exploring this possibility for a long time,” a Ubisoft spokesperson told AFP.
Alain Puget, head of Nantes-based studio Alkemi, said he would not replace any artist with AI tools, which “only reproduce things made by humans”.
However, Puget noted, this “visually stunning” tool could be used by small studios to produce more professionally rendered images.
While the video “cutscenes” that occasionally play to advance the game’s story differ from player-controlled action, Puget expects that tools like Sora will eventually be able to replace “the way we do things.”
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Truth vs. Fiction
Basile Simon, a former journalist and current researcher at Stanford University, believes there has been “a terrifying leap forward in the last year” in genetic artificial intelligence that enables the rapid production of lifelike structures.
He dreads the idea of ββhow such tools will be misused during elections and fears that the public “will no longer know what to believe.”
Julien Payne of the French TV channel FranceInfo’s fact-checking program “Vrai ou Faux” (True or False) says he is also concerned about the misuse of artificial intelligence tools.
“Until now, it’s been fairly easy to spot fake images, for example by noticing the repeating faces in the background,” Payne said.
“What this new software does seems to be on another level.”
While OpenAI and US tech titans may promote security tools such as industry-wide watermarking that reveals AI-generated images, βwhat about tomorrow’s competitors in China and Russia?β he asks.
Advertising
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Agency Fred & Farid, which has worked with brands Longchamp and Budweiser and where it opened a studio dedicated to artificial intelligence in early January, predicts that “80% of brand content will be created by artificial intelligence”.
“Creative genius” will no longer be limited by production skills thanks to artificial intelligence production tools, an enthusiast has claimed.
Stephanie Laporte, CEO and founder of advertising agency OTTA, believes technology will “force the industry to evolve.”
He also expects that ad companies with tight budgets will turn to AI tools to save money on workers.
One possible exception, he believes, is the luxury segment, where brands are “very sensitive to authenticity” and “will probably use AI sparingly.”
Source: AFP