Paris (AFP) – A new artificial intelligence tool that promises to create short videos from simple text commands has sparked concerns, along with questions from artists and media professionals.
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OpenAI, the developer of ChatGPT and image generator DALL-E, announced Thursday that it is testing a text-to-video model called “Sora” that allows users to create realistic videos with simple prompts.
The San Francisco-based startup says Sora can “generate complex scenes with multiple characters, specific types of movement, and precise details of the subject and background,” but it also says that it can “confuse left and right.” He admits that there are still limits, such as the possibility of
Here are some early reactions from industries that may be affected by new generative artificial intelligence (AI) tools.
studio
Examples of clips created by Sora on OpenAI's website vary in style and subject matter, from seemingly real drone footage above a crowded market to animation of a bunny-like creature hopping through a forest. It's wide-ranging.
Thomas Bellenger, founder and art director of Cutback Productions, has been closely watching the evolution of generative AI image generation.
“Some people felt it was an unstoppable swell moving at an alarming rate, and others didn't want to see it,” Belanger said. The musicians are Stromae and Justice.
He said the development of generative AI had “caused a lot of discussion” within the company and “a lot of visceral reactions at times.”
Belanger said that because Sora has not yet been released, its features have not yet been publicly tested.
“One thing is for sure: no one expected this much technological progress to occur in just a few weeks,” Belanger said. “It's unprecedented.”
No matter what the future holds, they “will find a way to create something different,” he said.
video game
Video game creators are likely to be affected by this new invention as well, with reactions within the industry ranging from those who are willing to embrace the new tools to those who are concerned that the new tools will replace them. Divided into people.
French video game giant Ubisoft hailed OpenAI's announcement as a “quantum leap” with the potential for players and development teams to express their imagination.
“We have been exploring this possibility for a long time,” a Ubisoft spokesperson told AFP.
Alain Puget, chief of Nantes-based studio Alchemy, said he doesn't intend to replace artists with AI tools that “just reproduce what humans have done.”
Nevertheless, Puget said this “visually impressive” tool could be used by smaller studios to create more professionally rendered images.
Although the video “cutscenes” that play from time to time to advance a game's story are distinct from player-controlled actions, Puget said tools like Sora will ultimately help “do things the way we do things. We hope that it will be able to replace “.
truth and fiction
Basil Simon, a former journalist and now a researcher at Stanford University, believes there has been “tremendous progress over the past year” when it comes to generative AI that can quickly create realistic-looking hoaxes.
He worries about how these tools could be misused during elections, leaving people “not sure what to believe.”
Julien Payne, from FranceInfo's fact-checking show Vrai ou Faux (True or Faux), said he was also concerned about the misuse of AI tools.
“Until now, it has been easy enough to spot fake images, for example by noticing repeating faces in the background,” Payne said.
“What this new software does seems to be on another level.”
OpenAI and other big U.S. tech companies may push for safety tools like industry-wide watermarks that reveal images created by AI, but “what about future competitors in China and Russia?” he claimed.
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Fred & Farid agency, which works with brands Longchamp and Budweiser and opened a dedicated AI studio in early January, predicts that “80 percent of branded content will be generated by artificial intelligence.”
One enthusiast claimed that thanks to generative AI tools, “creative geniuses” will no longer be limited by production skills.
Stephanie LaPorte, founder and CEO of advertising and influencer agency OTTA, believes this technology will “force the industry to evolve.”
He also expects advertising companies with smaller budgets to turn to AI tools to save on employee costs.
A potential exception is the luxury segment, where brands are “very sensitive to authenticity” and she believes “the use of AI will probably be more modest.”
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