Tyler Perry paused the $800 million expansion of his movie studio after being amazed by AI’s capability in video generation. Type “two individuals in a living room nestled within the mountains” into OpenAI’s video generation software, Sora, to witness the result that convinced him that such expansions might be unnecessary.
Sora, released in the UK and Europe, showcases artificial intelligence’s potential to transform movie and TV production. Initially, Perry was stunned by Sora, stating that if AI could generate certain shots, he wouldn’t need to build sets on location or at his studio. Instead, he envisaged creating mountain scenes from an office computer, which he found astonishing.
Although the generated video was just five seconds long – with the possibility to extend it to 20 seconds or longer – the mountain and living room backgrounds were convincing. It took only 45 seconds to create the video after the text prompt was entered. However, there were noticeable issues with the ‘actors’ hands, a common AI-fueled tool flaw.
Sora can be accessed with a paid ChatGPT package, but this showcases the fast-growing AI market’s direction. It also underscores the heated debate over copyright infringement on both sides of the Atlantic, especially since artificial intelligence like Sora can potentially compete directly with human creators.
Artists and creatives see the potential of video-generation tools like Sora, Kling, and Runway to revolutionize the industry. Josephine Miller, a UK digital artist, believes they offer opportunities for younger creatives, aiding in pitching advertising concepts to brands.
OpenAI claims Sora is already being used by creatives and studios in locations like the US to develop film and advertising concepts and pitches. David Jones, chief executive of Brandtech Group, an advertising startup, believes Sora and similar AI tools could disrupt the advertising and marketing industries, comparing it to the Kodak moment when companies like Kodak were overtaken by the digital revolution.
Coca-Cola has already embraced AI-generated video, creating an entirely AI-made Christmas advertisement, yet the possibility of artists losing out to AI has become a central concern. AI models are trained on vast amounts of internet-sourced data, leading to copyright infringement claims against tools like Sora and ChatGPT.
In the UK, the creative sector strongly protested government plans to allow AI companies to use copyrighted work without permission, represented by a silent protest album by 1,000 musicians and an open letter signed by prominent artists opposing the perceived giveaway of creative rights and income to big tech.
Source: https://www.theguardian.com/technology/2025/feb/28/sora-openai-video-generation-tool-has-hit-the-uk-its-obvious-why-creatives-are-worried
