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Sora, OpenAI’s video generator, has hit the UK. It’s obvious why creatives are worried

The technology, just released in Europe and the UK, clearly has the potential to transform the film, TV and advertising industries

In order to access Sora users need to have a paid-for package with ChatGPT, but it is an indication of where video-generating technology is heading in the rapidly evolving AI market. One of the UK digital artists who has experimented with the tool, Josephine Miller, told the Guardian it has expanded opportunities for “younger creatives” and she is already using it to pitch advertising concepts to brands. Coca-Cola produced an entirely AI-generated Christmas ad last year and the technology’s implications were outlined in a pointed tweet from Alex Hirsch, the creator of the Disney-animated series Gravity Falls.

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