OpenAI has once again rocked the tech community with the announcement of Sora, its latest generative AI tool. Sora is able to transform textual prompts into detailed and life-like video content, giving it the potential to change the future of marketing and content creation.

Today in The Conversation Canada, Omar H. Fares from Toronto Metropolitan University explains what Sora is, how it works and its potential implications for the world of business.

Unlike its predecessors, Sora is able to overcome limitations related to visual data interpretation, video length and resolution. According to Fares, this means Sora could present new opportunities for brands and retailers, particularly in the realms of marketing, advertising and e-commerce.

But Fares explains there are still challenges that need careful consideration before Sora is released to the general public, including copyright issues, ethical concerns over misinformation and the risk of increased digital noise.

He writes: “As with any technological advancement, the key will be for professionals to adapt and find ways to integrate Sora into their workflows, leveraging its strengths to complement their own skills and creativity.”

Also today: 

All the best.

Eleni Vlahiotis

Assistant Editor, Business + Economy

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As with any technological advancement, professionals will need to adapt and find ways to integrate Sora into their workflows, leveraging its strengths to complement their own skills and creativity.

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