Everyone in AI is talking about one thing this week: Sora. It’s a groundbreaking new creative tool from OpenAI, the tech giant behind ChatGPT, that will enable anyone to generate videos using AI.

Sora takes simple text descriptions and turns them into rich, high-definition video clips. It's about more than making videos - it's about bringing your vision to life with unprecedented ease and precision. Here are some of the ways you might think about using Sora at work:

Marketing: Create a product launch video in minutes, not weeks. Quickly bring your most ambitious ideas to life, so you can experiment with a fully-fledged concept ahead of investing in a shoot.

Education or Training: Transform your teaching with engaging, custom-made videos. From historical reenactments to complex scientific concepts, you can quickly create inspiring videos tailored to the topic you are teaching.

Events: Visualise and refine your event plans with realistic simulations. Give your clients a vivid preview, adjusting details in real-time for that extra wow factor.

Beyond the visuals, Sora impresses with its understanding of physics. It generates motion in videos that's not both realistic and coherent, something many other AI video tools have tended to find a challenge.

It's not just about generating images and making them move; Sora comprehends and applies motion laws to ensure natural movements. From the sway of trees to the behaviour of water and gravity, this attention to physical realism adds authenticity, especially useful for professionals in architecture, engineering, or animation.

Excited to get started? You might have to hold out just a little longer. Currently, Sora is in the hands of a select group of creatives for testing, with a public release slated for later this year.

Intrigued by the potential of AI in creative work? Explore our AI for Creatives workshop at General Purpose. We delve into image generation tools like Midjourney and explore existing video and audio AI tools. Join us to unlock your creative potential with AI.