Sora was born, is it a false fire or a real fire for the hotel industry?

Text |Milestones.

SORA, an artificial intelligence research company OpenAI released a large model of artificial intelligence. Users only need to use simple text commands, and Sora can directly generate a high quality ** for up to 60 seconds. You must know that before this, the Wensheng ** model that appeared on the market was still committed to breaking through the coherence in a few seconds.

Specifically, in addition to being able to generate ** based on user text content, SORA also has the following breakthroughs.

First, the static graph derives **. When the user provides a static picture, SORA can "brain" out the action screen before or after by itself to supplement it at a deeper level. For example, OpenAI provides the case of surfing**, through Sora, not only can the action of surfing be continued, but the height and impact of the waves will also be further demonstrated through the self-generated **.

Second, expand with keyframe supplements. It means that it can be further expanded according to the existing **, not only for the forward and backward can be developed a reasonable association, but also for some keyframe missing or missing content, it can also be reasonably supplemented to make the ** overall smoother and smoother.

Finally, connect two different **s. It is possible to achieve a seamless transition between completely different themes and scenes, such as the buildings around the island in this case, and the Christmas atmosphere decoration in another scene, and finally connect to form a romantic island Christmas scene that is more realistic than reality.

In addition to the changes brought about on the basis of the largest model, at a deeper level, OpenAI regards it as a "world simulator". In some of the samples released by OpenAI, SORA has shown its super ability to learn the "laws of physics", whether it is flowing hair or water ripples, SORA can be presented "logically".

Because of this, many domestic business bigwigs have also continued to speak out, calling on everyone to be vigilant against the subversive changes that SORA may bring. Zhou Hongyi, founder of 360 Group, said that SORA realizes the ability of machines to perceive, observe and interact with the world, which means that it really complements artificial intelligence. By looking at the world, this eye can understand many things that could not be expressed in words in the past, such as the characteristics of snowflakes and the softness of pillows. Hu Xijin, a senior ** person, praised SORA as a ** sexual progress, and said that the people who insisted that SORA "doesn't mean anything" with their eyes open were too irresponsible, and they were pouring ecstasy soup into the majority of netizens in doing so.

In this context, there are also many ideas and discussions in the hotel industry about the arrival of the SORA era.

From a narrow definition, SORA is a large model of artificial intelligence. From this point alone, there are many wonderful imaginations that can be extended in the hotel industry.

First, hotel brands can leverage SORA to create more realistic and engaging marketing**. Whether it is a hotel visit** or a hotel brand promotional video, as long as you enter the corresponding brand key tags, and match the façade, guest rooms, public areas and other spatial structure entities of the hotel entity**, enter the core theme**, you can present a variety of different styles and angles for different periods and seasons. In the past, these first-class production processes, which often required a lot of manpower and material resources, will also be greatly simplified. This will undoubtedly be a qualitative leap for corporate publicity.

Second, it can reduce the cost of communication in the early stage and help the project to be better implemented. Just imagine, when a hotel brand wants to create a physical space that has not yet been created, it only needs to go through a detailed description with ultra-high granularity, and SORA will help the hotel brand better complete it in advance, and for the hotel design team, there is a visual presentation closer to the needs, so as to facilitate the faster and more accurate implementation of the project. Of course, due to the greatly reduced cost, the difficulties and risks in the construction cycle will also be predicted in advance.

Third, it helps hotel brands collect more sample data to provide personalized and more intimate services. With SORA, customers can learn about the hotel's facilities, room layout, and surroundings to help them make more informed booking decisions. When the hotel collects enough sample records, it will better simulate the needs and behaviors of customers, present the customer group portrait more clearly, and ultimately provide customers with a richer, more diverse and more experiential accommodation environment.

Fourth, help hotels achieve more dimensions of cross-border cooperation and ecological co-construction. Through the rendering and integration of SORA, the collision of cross-border cooperation between hotels and tourism, catering, entertainment and other industries will be more intuitively reflected. For example, consumers can perceive the surrounding tourism ecology through SORA in the hotel, and for some scenic spots or tourist attractions with a heavy sense of gravity, they can also create a restoration of historical scenes**, so that customers can understand history and culture more intuitively, so as to form a sharp contrast with what they see and feel today, so that customers can not only experience accommodation services, but the hotel is more like a link to open the urban life circle.

Of course, these are just some of the positive effects of the AI model. However, if it is viewed and discussed as a "world simulator" with strong self-learning ability, for the hotel industry, SORA will also rewrite the current operation pattern of the hotel in all aspects such as intelligent customer service, data-driven operational decision-making, intelligent financial management, and intelligent human resource management.

From the proliferation of content social platforms that allow everyone to have a microphone and be able to share as they want, to the era of SORA, where everyone has the opportunity to become the director of life, it has to be said that artificial intelligence is becoming more and more powerful, bringing convenience and richer and more diverse emotional expression windows to people's lives. However, for the hotel industry, under the grand blueprint under many positive influences, objective practical problems are also some obstacles in the application of the SORA model.

1. Compared with the large model of fixed program, "people" are flexible enough and warm enough.

Some netizens expressed in the discussion about the great changes brought to the hotel industry in the SORA era: "I choose people in front of people and data, especially when people hit **, the robot answers the wrong questions, wasting a lot of my time." At the same time, another netizen also said, "An employee with high emotional intelligence is far more interesting than a stylized AI Q&A!" ”

In the face of a cold and data-driven AI model with fixed programs, it not only loses the flexibility of communication between people, but also sometimes there may be time-consuming and labor-intensive embarrassing scenarios for answering questions because more personalized needs are not collected, which will make consumers have a bad experience for the hotel brand after check-in.

Xu Cheng, member of the Party Committee & Chief Accountant of Hubei Cultural Tourism Group, emphasized in the opportunities and challenges brought by the AI model to the hotel industry in the past, "The hotel is a place that provides temperature, and emotional communication still requires hoteliers to provide customers with a very warm emotional value on the front line." Wu Wei, director of Dongcheng Group & chairman and CEO of the high-end innovation business group, also believes that the AI model in the hotel industry is just a tool that can replace management, but will not reduce the number of service personnel.

2. Large model technology needs to be continuously optimized, and some fundamental problems will have a lasting impact.

The advent of any new technology is a process of continuous scrutiny and polishing. From the current point of view, OpenAI also admits that SORA is still immature. For example, it may be difficult to accurately simulate the physics of complex scenes, to understand cause and effect, to confuse the spatial details of prompts, and to accurately describe events that occur over time. However, a number of people in the field of artificial intelligence also said that the problem may be "flawed" because of the logic of its probability model. Increasing the amount of training, increasing the training data, and physical logic can improve the problem, but it cannot.

In addition, it is worth noting that the application scenarios of AI represented by ChatGPT and SORA in hotels need to be further fully explored, otherwise for the hotel industry, no matter how popular SORA is, the impact on the hotel industry will only be a "virtual fire".

3. Due to the particularity of the Chinese market, the status quo of the personnel structure in a short period of time is still difficult to shake.

Some netizens said, "SORA is not suitable for the Chinese market. The simplest thing is that AI technology is still immature in China. It is also important that China is a country with a large population, and technology can never replace human labor. ”

In the author's opinion, the objective status quo of "China as a populous country" in this view is indeed noteworthy, but it cannot be said that "technology can never replace human labor" because of this current situation. The author believes that a more appropriate expression should be that the emergence of SORA urges practitioners in the hotel industry to further learn and innovate, improve the overall work ability level of employees, so as to better adapt to the ever-changing market environment. But this learning process and cycle is full of challenges in itself.

4. Security issues brought about by falsification and user data privacy.

It can be found that the premise of many AI applications is to have enough sample data accumulation. For this point, the hotel industry, which attaches great importance to the creation of the membership system, is very worthy of vigilance and **. It is not only necessary to pay attention to the prevention of frequent falsehood, causing consumers a false and exaggerated propaganda with the wrong version of the goods, which affects the brand reputation, but also to pay attention to the occurrence of things that cause damage and challenges to the legitimate rights and interests of customers due to the inconvenience caused by privacy exposure.

Zhang Xingguo, chairman of the Hotel Digitalization Committee of the China Hotel Association, said in his column, "The hotel accommodation industry must take more active and effective measures to reduce data risks and protect guest data, and attach importance to the authorization of guest data and data from third-party institutions." Robust data security measures are in place, including implementing strong encryption protocols, secure network infrastructure, and firewalls to protect guest data. ”

In any case, the arrival of the SORA era is unstoppable, and when the current spark has not yet ignited, all practitioners in the hotel industry should face up to the possible effects of the future and actively embrace it, so as to cope with the challenges, seize the opportunities, and prepare for sustainable development and iterative upgrading.