CANNES, France—Advert veteran David Droga is among the few individuals with the keys to OpenAI’s text-to-video device, Sora, and it’s already reshaping how he thinks about creativity.
“Not all creativity is price saving,” mentioned the CEO of Accenture Tune in a dialog on the Cannes Lions Competition with OpenAI chief know-how officer Mira Murati.
“The vast majority of promoting isn’t inventive. It’s written by one thing way more harmful than AI: analysis,” he continued, observing how instruments like Sora might eradicate the “messy center” of the inventive course of with out displacing jobs on the high.
Droga’s session supplied the trade a glimpse at how Sora might be used to create and take a look at advertisements sooner or later, opening with a film-noir-style video of Cannes displaying vignettes of individuals strolling up and down the Croisette.
The twist? It wasn’t archive footage, however a video made by Droga and his crew. He additionally debuted a surreal music video created with assist from Accenture Tune inventive technologist Howard Boland for artist 2Ton.
On the bottom at Cannes Lions, the pageant has been dominated by conversations round how generative AI will rework content material creation and knowledge practices. Nevertheless, questions linger about belief, ethics and security.
Murati mentioned OpenAI is working with creatives, policymakers and educators to know how its know-how will affect society and to place guardrails in place to mitigate misuse.
Man vs. machine
Droga recommended that advert executives within the viewers have been seemingly caught between “pleasure, enthusiasm and terror” about gen AI’s skill to devour creativity.
“The best way that we design it, develop it and produce it into the world actually issues,” mentioned Murati. “It’s not a predetermined final result. Once we take into consideration job displacement or the way it will elevate sure abilities, roles, that’s fairly depending on how we form the know-how, and the best way that we form it should then form our society.”
Whereas each consumer Droga works with is happy by the alternatives AI presents to outdo opponents, transfer at pace and discover efficiencies, “they’re additionally paranoid that the competitors goes to wipe them out due to that,” he mentioned.
