OpenAI's Sora Will Further Democratize Content Generation
Firms such as Adobe (ADBE) would be wise to build upon Sora's platform
OpenAI’s Sora (once generally available) will further democratize content generation.
Initially, Sora will help drive Adobe’s GenAI attach rates. Users will generate video and images using Sora’s “text-to-video/image” capability and will subsequently edit that video using Adobe’s tools (Sora also has editing capability).
Sora created the videos below. They are AI constructs. The text prompts used to create each video are included in the caption below each.
Prompt: A stylish woman walks down a Tokyo street filled with warm glowing neon and animated city signage. She wears a black leather jacket, a long red dress, and black boots, and carries a black purse. She wears sunglasses and red lipstick. She walks confidently and casually. The street is damp and reflective, creating a mirror effect of the colorful lights. Many pedestrians walk about.
Prompt: Several giant wooly mammoths approach treading through a snowy meadow, their long wooly fur lightly blows in the wind as they walk, snow covered trees and dramatic snow capped mountains in the distance, mid afternoon light with wispy clouds and a sun high in the distance creates a warm glow, the low camera view is stunning capturing the large furry mammal with beautiful photography, depth of field.
Prompt: A movie trailer featuring the adventures of the 30 year old space man wearing a red wool knitted motorcycle helmet, blue sky, salt desert, cinematic style, shot on 35mm film, vivid colors.
Prompt: Photorealistic closeup video of two pirate ships battling each other as they sail inside a cup of coffee.
Prompt: An extreme close-up of an gray-haired man with a beard in his 60s, he is deep in thought pondering the history of the universe as he sits at a cafe in Paris, his eyes focus on people offscreen as they walk as he sits mostly motionless, he is dressed in a wool coat suit coat with a button-down shirt , he wears a brown beret and glasses and has a very professorial appearance, and the end he offers a subtle closed-mouth smile as if he found the answer to the mystery of life, the lighting is very cinematic with the golden light and the Parisian streets and city in the background, depth of field, cinematic 35mm film.
Prompt: The camera follows behind a white vintage SUV with a black roof rack as it speeds up a steep dirt road surrounded by pine trees on a steep mountain slope, dust kicks up from it’s tires, the sunlight shines on the SUV as it speeds along the dirt road, casting a warm glow over the scene. The dirt road curves gently into the distance, with no other cars or vehicles in sight. The trees on either side of the road are redwoods, with patches of greenery scattered throughout. The car is seen from the rear following the curve with ease, making it seem as if it is on a rugged drive through the rugged terrain. The dirt road itself is surrounded by steep hills and mountains, with a clear blue sky above with wispy clouds.
Sora itself allows for editing by prompting the model with text inputs. Such is the case with the video below. Input video is on the left. Video edited with text prompts is on the right.
It is easy to imagine a cottage industry of new creative tool companies that build portfolios of tools on top of Sora. Adobe will have to dig deep as lots of competition is on the way, including from OpenAI.