How popular is Sora? Musk, Yang Likun, Jia Yangqing, Jim Fan, Xie Saining and other bigwigs are all discussing, and Zhou Hongyi even shouted that the birth of SORA means that the realization of AGI (general artificial intelligence) may be shortened from ten years to one or two years. Many "ordinary people" also smelled business opportunities in advance, and the business of making money around SORA became popular first. According to a ** report, a screenshot of the Internet shows that an institution has sold more than 20,000 SORA training courses, and easily got 2 million. Now, it has been almost a week since OpenAI released the Wensheng ** large model SORA on February 16, but the discussion is still hot, which is really because it is too good. Functionally, it can generate up to 60 seconds of content, far exceeding the limit of a few seconds to more than ten seconds for other Wensheng tools; It can also be self-editing and expanding, transitioning two unrelated pieces of content together, changing the style and environment around the protagonist, etc.; In the foreground, SORA is not only the best generation tool, it is also regarded as a world simulator; The founding team is also legendary, with 12 core members, established less than 1 year ago, led by two newly graduated doctoral students, including post-00s. In addition to the excitement, the strength of SORA has also made some content creators have a sense of crisis, and some netizens commented, "Friends in the game industry will not be happy all year long." A number of industry insiders pointed out that judging from the current length of SORA generation, its arrival will first impact the short field. Once it is widely promoted, SORA will greatly reduce the threshold for short ** creation and enrich the content supply of the short ** platform, but the problem that arises is that the increase in AI-generated content may affect the content ecology of the platform, and at the same time, SORA will also compete with tools such as Jianying and Quick Movie to grab users, so that the previous large investment will be wasted. Sora dropped a bombshell on the short ** field, and the time has come to test the creators and Douyin Kuaishou. 
SORA lowers the barrier to entry and increases competitionAlthough there are already a lot of Wencheng ** tools on the market, such as pika and runway, users can get a few seconds to more than ten seconds of ** content by entering text, but they are not widely used at present, and the main reason is that the effect is average. Dacheng, the head of an MCN agency, told Fixed Focus that he had used Runway,"We also bought quality material from outside, but the resulting content wasn't good enough to be used. ”After seeing Sora, he was very excited, "The duration can reach 60 seconds, the content is logical, and it feels like it is not on the same level as the previous tool." "Sora is more than 10 times better than previous similar products. Niu Xiaobo, who is studying for a doctorate in artificial intelligence and has done research on related large models, said. "At present, the stable generation effect of SORA 60 seconds will have a revolutionary impact on the short ** industry. Agnes, who studies AI, also expressed the same opinion, "The threshold for creators is lowered, even if the credibility of ** is not so high, and there will even be some mistakes, but it is difficult to see if you are not careful, and the technology will be quickly iterated in the future." "Based on the statements of many practitioners, SORA directly solves two major problems in the field of WenshengAccuracy and consistency. AI researcher Cyrus feels that, compared to previous tools, "SORA is like a three-body man fighting a primitive person". The so-called accuracy refers to the generation of ** can accurately identify the text requirements entered by the user, and consistency refers to the fact that in the process of movement, the protagonist is coherent in the multi-perspective movement changes, and will not be deformed, and its changes can also follow the laws of physics. The most obvious manifestation is that the interaction between the protagonist and the background is logical. A year ago, Niu Xiaobo and his team were still unable to understand the spatial scale of generative AI, such as the wrong size of the generated graph, but they felt that the emergence of SORA had solved this problem. Niu Xiaobo feels that this proves that the spatial computing ability of SORA is basically correct, and a large part of people's perception of space also depends on vision. 
From this point of view, there is a logical support of physical space behind the ** generated by SORA. Based on the views of many interviewees and the public statements of many science and technology bigwigs, although there are still flaws, SORA has made a major breakthrough in the field of artificial intelligence because it is a more intelligent, even capable of thinking a model, which can understand the objective laws of the physical world. This also made a group of practitioners who do short ** content begin to think, will Sora steal their jobs? We simply divide the existing short ** into two categories, one is the appearance of real people, often real people are the "core assets" of an account or even a company, and SORA does not have a big impact on this kind of content; The other type is composed of a collection of materials, which tests the ability to shoot and be creative. The emergence of SORA will greatly improve the production efficiency of this kind of **. Some creators who want to increase their production are very much looking forward to the arrival of Sora. Dacheng said,This type of tool can completely replace the low-end labor of the company. "Our company is small, and in order to save costs, we recruited a lot of college students, but they just graduated, and they couldn't hold back a single copywriter for half a day, and with AI, they could write hundreds of articles in a few minutes. Last year, he and his team began to use AI tools on a large scale, "Although these tools are not yet mature, they are very easy to use for copywriting and rough cuts." As a leading manufacturer, we must improve efficiency. He said. For some creative teams, SORA is not a threat to them in the short term. Dake, the head of the head MCN agency, told Fixed Focus, "SORA has not yet started public testing, the technology is still a long time from maturity, and our ** mainly relies on people's creativity and brainstorming, including shooting is also innovative, how to design the lens, how to transition, there are thoughts." Although SORA is very powerful, it is not enough to meet our current creative design needs. He also revealed that the company is not currently using any AI tools. However, the problem that these creators must face is that the emergence of SORA has lowered the threshold for short-term creation, and more and more people will join in and compete with them for traffic and monetization opportunities. A new ** practitioner said that they have the ability to create content, but they do not have a suitable ** shooting and editing team, and the emergence of new tools is their opportunity. Based on the views of many industry insiders, in terms of type, at present, SORA has little impact on the short ** of live-action appearances, and has a greater impact on animation and commentary content, and will even eliminate many batch numbering companies that have no creativity and only rub hot spots. In the role, some people who do mechanical and repetitive work may face obsolescence, but creative people will be promoted to higher positions. In short, the future will be shorter, with more participants and more fierce competition. 
Will Douyin Kuaishou panic?
The emergence of SORA will bring a richer supply to the short ** platform, but at the same time, it will also make Douyin Kuaishou face a new test. Practitioners said that on the one hand, there is too much AI generation, which will have an impact on the original content ecology of the short platform, and on the other hand, the popularity of SORA will rob some users of tools such as Douyin and Kuaishou's Jianying and Kuaiying. Duck told Fixed Focus that AI-generated content needs special labeling when uploading to the short ** platform. In May last year, Douyin released the "Douyin Platform Specification and Industry Initiative on Artificial Intelligence-Generated Content", which proposes that in order to prominently identify this type of content, virtual human users need real-name authentication, and at the same time strictly punish the use of AI tools to create and publish content that infringes on portrait rights and falsifies. Platforms such as Kuaishou and Xiaohongshu also have related restrictions. In February this year, Xiaohongshu officially released the specifications for AI-created content, requiring creators to take the initiative to declare AI-created content, and not to use AI-created content to fictionalize the use experience for commercial monetization. A number of practitioners said that they were able to clearly feel thatThe platform is controlling this kind of content, and even throttling. "AI-created content is highly homogeneous and not highly creative, and once users find too much similar content, they will become impatient and even move to other platforms. An Internet industry observer said. He also thinks, "If the platform does not restrict this kind of content, more and more creators will try to save trouble and use AI, which will seriously affect the proportion of various content on the platform, and the most intuitive thing is that some unique and scarce ** will be reduced." "And there is also the possibility of a large number of false **. SORA can quickly produce a large number of realistic short **, which also makes counterfeiting easy, and some users find it difficult to distinguish the authenticity of this kind of content, and once deceived, the credibility of the platform will also be seriously affected. Last year, there were many cases of fraud using AI-generated content such as Wensheng pictures and AI face swaps. 
In Cyrus's view, if the platform supports AI-created content, it is very similar to "making a wedding dress for others", and the result will be to affect user retention. "Imagine that if Xiaohongshu is full of content produced by the byte bean package model, why don't users just swipe Douyin? Vice versa. "Cyrus**, on Douyin, Kuaishou, Xiaohongshu, and Bilibili, will not recommend a large number of AI-created content. Unless it is a large model of Wensheng made by the platform itself, it will be realized separately after it is promoted on a large scale at home. "For example, when it is optimized to a certain extent, it can directly follow the user payment model, but each product does not have this ability at present. More than one industry insider deduced,The gap between SORA and other AI** authoring tools is going to widenPreviously, the topic of "Will Sora kill Jianying" has sparked heated discussions. If Sora is adopted on a large scale, most AI tools may be abandoned by the market, and the large initial investment of other companies will be wasted. Why is the gap widening? Zhou Hongyi has publicly pointed out that the development level of large models in China is close to GPT-3 on the surface5, actually off 40 There is still a gap of a year and a half. Niu Xiaobo explained from the technical side that SORA is not a point technology, but a complex system engineering. Even though the outside world knows that its core technology is the Transformer attention algorithm + diffusion diffusion algorithm, etc., behind it is the financial support and super data accumulated by OpenAI. Through the accumulation of GPT general language model and DALL-E3 image generation model, OpenAI has developed the ability to understand the content, and by the time of SORA, it has improved the consistency and physical space understanding ability, which is indispensable for the accumulation of each step. The bigger ** makes the future of Douyin unpredictable. Some film and television practitioners think,After Sora is widely used, it is possible that new platforms larger than Douyin will emerge. In the eyes of some people, SORA has lowered the user threshold, which will inevitably lead to an order of magnitude increase in content creators, and a short ** platform like Douyin, with its volume, logical rules of content creation and push, it is difficult to say whether it can carry this kind of content, and it is likely to give birth to a platform that is more in line with SORA. Niu Xiaobo also agrees with this view by observing the development of the Internet industry. "In the early days, the Internet was used by professional users, and then the popularity of PCs expanded users, and then the advent of smartphones, and everyone could connect to the Internet, so that platforms to serve the needs of all kinds of people came out. Perhaps with the increase in the number of people using SORA, a new ecology will emerge. ”
The sora has a huge impact, but it doesn't have to be deifiedAt the moment, SORA has not yet been opened for public beta, and only some visual artists, filmmakers, OpenAI employees, and others have been granted access. Part of the reason is that SORA isn't flawless. Its impact on the short ** has not yet been fully revealed. AI trainer Xiao Gang pointed outSORA has the "hallucination problem" that is prevalent in large modelsIt still has shortcomings in understanding the laws of physics and the interaction between humans and objects. For example, OpenAI's official website has announced some defects**, including the fact that the candle cannot be extinguished, the basketball falls during shooting**, and the dug chair floats directly and other content that does not conform to the laws of physics, this is because Sora's understanding is not mature enough, and he mistakenly thinks that things dug out of the sand are generally lighter. 
As for the short industry, Xiao Gang believes that one of the most important shortcomings of SORA isI can't fix the characters yet. For example, for example, the creator uses Sora to generate a 60-second **, and the protagonist in the screen is A, but after generating the next **, the protagonist is likely to be replaced by B. Compared with PIKA and Runway, you can see that Sora has a strong spatial ability, but no matter how short the content is, it makes no sense if the characters are not fixed, and users continue to be on the short**platform** content, whether it is live-action or animation, they need a central character to ensure the continuity of the story. and the problem of computing power, which also makes many people worry about the popularity of SORA. After all, no matter how big the technological breakthrough is, if the cost is too high, it is still difficult to be accepted by the public. Many industry insiders believe that this is the biggest difficulty facing SORA at present. "At present, OpenAI has not announced the specific computing power, energy consumption requirements and parameter quantities of SORA. It is preliminarily judged that the amount of data, computing power and a large amount of energy consumption required will be a huge cost, which will inevitably contradict its widespread promotion in the next stage. Niu Xiaobo thinks. Every time a new technology emerges, it triggers a big discussion about the replacement of the old with the new. When virtual filming technology was first born, it saved the film and television industry on shooting costs, but the traditional way of filming still exists today. Since OpenAI launched ChatGPT more than a year ago, text practitioners have not been replaced, but more people have realized the value of high-quality content creators. In the same way, SORA has had an impact on similar AI tools on the market, but no matter how strong it is, more short-term practitioners who are not creative and just want to go out of business, or people who will not use such tools. As for whether SORA will subvert the entire short ** industry and whether the next super platform will be born, we are still waiting to see whether SORA can quickly solve the existing problems and whether there are new challengers born in China.