Most posts on @OpenAI‘s new text-to-video #generativeAI tool Sora today are technology punch-drunk. This post is on the impact it and similar products will have on the @advertising and media & entertainment industries. The disruption will be earthshaking.
Almost 500,000 jobs may be at risk.
The @GenAI production of both commercials and M&E content will be massively faster and cheaper. It will also allow much greater creative control. Whatever surreal scene you can dream up, GenAI can create it, where traditional production methods would fail.
Creative editing will be easier, too: Want to replace that dachshund in your dog food commercial with a dalmatian? All it takes are a few keystrokes.
Automated video production means #DCO will be easy – it will be able to create thousands of variations of your commercial, every one tailor-made for specific users or demos, every one increasing campaign effectiveness. Localization will also be automated.
But of course, GenAI video production will also require a fraction of the headcount currently needed for video production. Producers, actors, camera men, animators, special effects technicians, makeup artists, writers, set builders, caterers – they all will be affected. The MPA (@motionpictures) figures there are 2.4 million jobs in the film, TV and animation industries (not counting advertising video production). The @animationguild estimated that more than 20% or about 500,000 of those jobs will be lost by 2028.
(All videos courtesy of OpenAI.)
W Media Research 