Video AI, big American brands, despite painful blowbacks, believe in it a lot. Proof: yesterday, Disney and OpenAI signed a landmark agreement to allow Sora users, OpenAI’s video generation tool, to freely create videos using brand characters.
Basically, you want to feature Mickey with your grandmother in the same video. It’s possible! As long as you don’t damage the brand image of the entertainment giant, you can!
The same thing with more than 200 of its most famous characters.
OpenAI and Disney have invented the fan-generated advertising machine.
It’s a marketing stroke of genius, triggered a bit by chance when OpenAI had left the door open to all uses for a short period of time on its new social platform for AI-generated videos, also called Sora.
AI videos are already flooding the world. Now imagine a world where everything you see can potentially be sponsored by a brand, a world where every internet user becomes an advertiser freely paid to broadcast your products, your characters, your mascots, everything you want. It’s a somewhat frightening world taking shape.
Who will notice?
Not the children who will be the first victims and won’t even realize that the Mickey they see in the video made by Dad will lead to a financial transaction between Disney and OpenAI.
Not the teenagers who will virtually feature themselves with the latest Nike shoes on their feet.
Virtually every video broadcast on Sora can now be an advertisement. Legislators will have to wake up quickly to find a way to inform the public every time this happens. And if the model works, it’s all platforms that will be able to offer this means of broadcasting their image to major worldwide brands.
While we already live in a world invaded by advertising, OpenAI promises us an even deeper and more insidious immersion into brand universes… as if, at the cinema or in series, every image contained a hidden ad. Plus the fact that if every internet user does it, these are millions and millions of videos that will speak to us indirectly about these brands. A real tidal wave.
