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From Chatgpt to Wensheng Video Sora, what opportunities and challenges does AI bring to the cultural industry?

From Chatgpt to Wensheng Video Sora, what opportunities and challenges does AI bring to the cultural industry?

Article 4151

Sanchuanhui cultural industry

In the early morning of February 16, 2024 (February 15, local time in the United States), since the OpenAI team released the Wensheng video model-Sora technology, 10 days, it has set off a wave of AI technology all over the world. In the face of impacts and challenges, Chinese enterprises must start the exploration of China's Wensheng video AI model with a sense of urgency and a sense of responsibility to seize the day.

In this issue, Sanchuanhui Cultural Industry (ID: schwhcy) integrates the views of experts, research institutions, and the industry in the past ten days since the launch of Sora, and deeply integrates and analyzes the impact and opportunities that artificial intelligence technology represented by Wensheng video will have on short video, film and television animation, cultural tourism and other industries, and puts forward thoughts on the future development of the industry, in order to provide reference for the development of related technology fields in related industries in mainland China.

organize

 | Moran

(Researcher of Sanchuan Huiwen, Culture and Sports Research Institute)

Editorial

 | time

edit 

| peninsula

Source | Sanchuanhui cultural industry

(ID:schwhcy)

From Chatgpt to Wensheng Video Sora, what opportunities and challenges does AI bring to the cultural industry?

1. From chatgpt 1.0 to Wensheng video Sora, what changes have occurred in artificial intelligence?

On November 30, 2022, a company called OpenAI launched an experimental product, ChatGPT3.5. This chatbot, developed by OpenAI, is not only capable of answering a variety of questions, but also creating poems, stories, songs, code, and more, and even mimicking the style and tone of celebrities. Its emergence opened a new chapter in the field of generative AI.

From Chatgpt to Wensheng Video Sora, what opportunities and challenges does AI bring to the cultural industry?

In February 2023, OpenAI launched GPT's API programming interface, which allows you to make your own AI applications and even build a large model as long as you connect to the API. After the programming interface was opened, "shell AI" sprung up, and China's "big model war" is poised to break out. Fudan University released China's first ChatGPT-like model, and Baidu, Alibaba Cloud, NetEase and other companies have successively announced the development of ChatGPT-like related products.

From Chatgpt to Wensheng Video Sora, what opportunities and challenges does AI bring to the cultural industry?

On March 15, OpenAI released a multimodal version of GPT4.0 with hundreds of billions of parameters;

Baidu released Wenxin Yiyan, China's first generative language model, on March 16.

From Chatgpt to Wensheng Video Sora, what opportunities and challenges does AI bring to the cultural industry?

Keeping up with the pace, the AI drawing tool Midjourney has updated its fifth edition with a couple photo with a 1990s background that has completely exploded the Chinese Internet.

OpenAI's angel investor Elon Musk and more than 1,100 experts issued an open letter demanding that all AI labs be suspended immediately for 6 months, the Italian government ordered a blockade of ChatGPT, and Samsung Electronics employees leaked company secrets because of ChatGPT. 350 global AI experts have jointly warned that "AI may pose a risk of extinction to mankind".

In August 2023, OpenAI launched the ChatGPT Enterprise Edition, more and more organizations are involved in major changes, and China's large models are also accelerating, Baidu's "Wenxin Yiyan" is open to the public, Tencent's "Mixed Yuan Model" has entered the internal test of the application, Zhipu Huazhang has launched the AI assistant "Zhipu Qingyan", and by September 2023, Alibaba Cloud's "Tongyi Qianwen" large model will be officially opened to the public, and there will be more than 100 large models in China.

From Chatgpt to Wensheng Video Sora, what opportunities and challenges does AI bring to the cultural industry?
From Chatgpt to Wensheng Video Sora, what opportunities and challenges does AI bring to the cultural industry?

In the early morning of February 16, 2024 (February 15, local time in the United States), the OpenAI team that developed ChatGPT released several videos on its official website, all of which were automatically generated by Sora, the world's first Wensheng video model, based on user prompts.

According to Sora's website, the tip of one of its attention-grabbing videos describes "a stylish lady strolling through the streets of Tokyo, filled with warm neon lights and vivid city signs." She wears a black leather jacket, a long red skirt, black boots, and a black handbag. She wears sunglasses and red lipstick. Walk confidently and casually. The streets are damp and reflective, creating a mirror effect of colored lights, with many pedestrians coming and going. ”

From Chatgpt to Wensheng Video Sora, what opportunities and challenges does AI bring to the cultural industry?

In addition to the above videos, OpenAI showed the remaining 47 Sora automatically generated videos on the homepage in one go.

"The release of Sora also means that AGI is expected to accelerate and is a major milestone in the realization of AGI, not just video generation," the securities research institute said. "With just one piece of text, the Sora model can generate a 60s 1080p video with different shots. I can't help but sigh - "How far is the difference between the real and the unreal?"

2. What specific industries and fields of AI technology iteration have brought opportunities and challenges to the cultural industry?

Since the advent of Sora, it has detonated the attention of all walks of life in China, Sanchuanhui Cultural Industry (ID: schwhcy) has integrated various comments and information on the Internet, and analyzed that Sora technology will have a potential impact on most industries, and theoretically may subvert film and television production, media industry, advertising creativity, game design, virtual reality, education and other industries. However, it is unclear when the application will be implemented and how far it will be from real commercialization.

In the face of OpenAI's Wensheng video impact, domestic and foreign industry experts and institutions have an open and embracing attitude, some have an urgent attitude towards the crisis, some are cautious and wait-and-see, and some are actively striving to catch up. Let's take a look at the opportunities and challenges that Sora has brought to the industry in the past 10 days!

From Chatgpt to Wensheng Video Sora, what opportunities and challenges does AI bring to the cultural industry?

The most intuitive impact of the release of Sora is the AGI video startup. For ByteDance, the emergence of Sora is undoubtedly a major threat to Jianying. Just a week before Sora's launch, Zhang Nan, the former CEO of Douyin Group, stepped down and switched to Jianying, reflecting Douyin's emphasis on AIGC tools. As Sora continues to grow, it becomes imperative that Jianying learn from Sora and innovate.

Recently, there was market news that ByteDance was already developing an innovative video model called "Boximator" before Sora detonated the Wensheng video track, which is equivalent to the Chinese version of Sora.

In this regard, ByteDance responded to the Securities Times reporter that Boximator is only a research project on technical methods to control the movement of objects in the field of video generation, and it cannot be implemented as a perfect product at present, and there is still a big gap between the leading foreign video generation models in terms of picture quality, fidelity, and video duration.

In addition, the impact of Sora-like AI models on Hollywood, film, television, advertising, and other fields is the most intuitive.

The existing short videos are simply divided into two categories, one is made up of real people, often the real person is the "core asset" of an account or even a company, and Sora does not have a big impact on this kind of content; The advent of Sora will greatly improve the production efficiency of this type of video.

From the perspective of the process of AI video production, the current Sora needs to input a piece of text first, and then generate a video, and the originality of the video still depends on the creator's aesthetics, and Sora's tool attributes are more prominent.

Sora's advantage over original content is that it requires a lot of manpower and material resources for special effects clips. Therefore, some netizens predict that although in the future, editors, special effects artists and other post-production positions in the video production process will face a more severe situation. However, in the past, content that was limited by shooting cost and shooting technology will attract more attention.

Ideally, Sora not

It can replace more mechanical and repetitive work, so that creators can focus on innovative and in-depth interpretations to provide better quality content to cultural consumers. In addition, because the AI understands the content more biased towards entering "keywords" rather than scripts. Therefore, in the future, how to create a script suitable for AI understanding to generate videos is also a matter of concern.

Based on the views of many industry insiders, in terms of type, at present, Sora has little impact on live-action short videos, 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. The emergence of Sora has lowered the threshold for short video creation, and more and more people will join in to compete with them for traffic and monetization opportunities.

From Chatgpt to Wensheng Video Sora, what opportunities and challenges does AI bring to the cultural industry?

Zhu Zhili, a young director from Hong Kong, China, told the Blue Whale financial reporter, "It (Sora) is only a matter of time before its impact on the film industry, because it has made the picture very real and detailed, including the picture of a woman on the streets of Tokyo, and even the freckles on her face can be very real." ”

Zhu Zhili told Blue Whale Finance that Sora will have a greater impact on promotional films and advertising films, "Movies also have complex factors such as scripts, plots, and lines, and in the advertising and promotional film industry, the impact may come sooner." If the prompt words can be detailed to the storyboard, then the AI can not only help the director draw storyboards and visual reference images, but can directly make more efficient dynamic storyboard previews, or can be directly used to make film and television works when the technology is more mature. ”

But Zhou Hongyi, the founder of 360 Company, said: "Today, many people talk about Sora's blow to the film and television industry, but I don't think that's the case, because the machine can produce a good video, but the theme of the video, the script and the planning of the storyboard, and the coordination of the lines all require people's creativity, at least people need to give prompts." A video or movie is made up of an infinite number of 60 seconds. Today, Sora may bring huge disruption to the advertising industry, movie trailers, and short video industries, but it doesn't necessarily beat TikTok so quickly, and it is more likely to become TikTok's creative tool. ”

From Chatgpt to Wensheng Video Sora, what opportunities and challenges does AI bring to the cultural industry?

The ability shown by Sora will affect the cultural tourism industry from three levels at the most superficial level.

First, cultural tourism marketing and promotion.

Cultural tourism marketing is deeply dependent on video products and social platforms, and this new AI technology will have a long-term impact on the cultural tourism industry. Whether it is "Lonely Planet" in the graphic era, hornet's nest and Qyer in the PC Internet era, or now Douyin and Kuaishou, graphics, texts and videos are the most relied on media for marketing and publicity in the cultural and tourism industry, and these contents are one of the most important materials for us to understand the world. However, the high production cost makes many beautiful scenery, food, and destinations not well known to the public. Sora will revolutionize content creation and brand communication. The SORA model can provide a new content creation tool for the cultural tourism industry.

For the promoter, the cost of cultural tourism promotion is likely to be greatly reduced. Whether it is destination marketing, scenic spots, or hospitality enterprises, the huge investment in video promotion and production may be done with a paragraph of a few hundred words in the future, and the effect of making more sophisticated and imaginative products can be achieved.

For travel destinations and businesses, Sora can be used to generate engaging promotional videos that showcase the beauty, cultural events, and unique experiences of the destination.

For content creators in the cultural tourism industry, the current shortcomings of video production such as high cost, limited natural conditions, and limited shooting technology can be used to produce high-quality promotional videos, travel guides, cultural displays and other content more quickly, without the need for expensive on-site shooting. This will greatly reduce marketing costs, shorten the production cycle, and improve the attractiveness and dissemination efficiency of the content. Compared with video, text is not only extremely low-cost, but also more delicate and richly expressive. If Wensheng video technology continues to break through the bottleneck of physical performance and achieve a high degree of expressiveness consistent with text, the competitiveness of text will become the core competitiveness of cultural tourism publicity.

For the platform side, it will become more difficult to aggregate the cultural tourism marketing business. At present, the commercial launch of cultural tourism is becoming an important commercial sector of social platforms represented by Xiaohongshu and Douyin. However, in the era of AI, with the large-scale emergence of ordinary creators with the blessing of technology, and the creative ability may be comparable to that of professional teams, the needs and attention of users will be more scattered, and the platform's analysis of tourism demand based on big data and the locking of the target group will become more and more difficult, and the cooperation with supply chain merchants on this basis will also face difficulties.

Travel information will explode for consumers, but it's not necessarily a good thing for decision-making. Because, cultural tourism in the Sora era will also face a huge challenge, that is, "authenticity".

Second, it can promote the quality and upgrading of the virtual reality experience.

The experience of cultural tourism is restricted by the two dimensions of time and space, most of which can only rely on natural and cultural resources in time, taste the present presentation without being able to immerse themselves in its history and future, and be constrained by large investment and long-term scene construction and resource development in space.

In the future, Sora may be able to generate customized immersive experiences based on the user's individual needs, such as recommending travel routes based on the user's travel preferences, or providing a virtual tour experience for tourists. This will enhance the interactivity and engagement of tourists, enhancing the travel experience. In the travel industry, Sora can be used to create virtual reality (VR) and augmented reality (AR) experiences, allowing travelers to preview a destination without leaving their homes, enhancing the interactivity and immersion of travel decisions.

Third, it is easier to build and present immersive cultural and cultural scenes.

For the preservation and utilization of cultural heritage, Sora can help create restoration videos of historical scenes, so that visitors can understand history and culture more intuitively, and improve the interest and participation of education. When we arrived at the Forbidden City, we could only feel the fault line of history in a cross-sectional way, and we could not easily cross it. In the future, Sora plus VR equipment will make it easy for us to achieve immersion in Westworld. For example, I want to see what the Forbidden City looked like a hundred years ago, the Forbidden City a hundred years later, and three hundred years of superimposed images. Nowadays, the cultural tourism industry may only be able to express a few minutiae with high production costs, and it may not be possible to achieve such expressive capabilities as Sora in terms of cost and resource constraints. If it can be realized on a large scale, a scene can be connected to a large model, and a virtual experience device can make the experience of thousands of people realize, just imagine, is Disney's $500 million leap horizon still competitive?

To sum up, the above understanding may only be very superficial, and the impact on the cultural tourism industry may be far more than that.

From Chatgpt to Wensheng Video Sora, what opportunities and challenges does AI bring to the cultural industry?

The wave of productivity unleashed by Sora will directly affect the employment and livelihood of tens of millions of people, and the operation of the entire society will also undergo profound changes.

First, it has brought new competitive pressure to the survival of market players.

Videos, images, and other content produced by AI will become extremely cheap, which will inevitably squeeze the living space of existing practitioners. After data assets are included in the table, the monetary value of data resources will be greatly increased, which will enhance the profitability and competitiveness of data-related enterprises, while traditional film and television production enterprises will face greater cost pressure and market challenges.

The second is to promote the digital transformation of more traditional industries.

New forms of entertainment and game interactions based on generative content will also emerge one after another, creating new economic growth points. The application of cultural big data will bring new growth space to the cultural industry, promote the deep integration of culture and science and technology, culture and tourism, culture and education, and enhance the innovation and influence of culture.

3. Where is the Chinese version of Sora?

We must heed the warnings posed by Sora. China must not lose its advantage and voice in core technology. You must know that in the two industrial revolutions, it was the backwardness of science and technology that caused us to pay a huge price. Today, too, China cannot afford to lag behind on the AI track. Therefore, from the national level to enterprises and individuals, we must rise to the challenge and take the initiative to embrace the AI revolution.

China's AI model has also long been deployed in the Wensheng video track. In March 2023, Ali Damo Academy released a "text generation video model" and tested it externally on the open-source model platform. Baidu Wenxin Yiyan launched a text-to-video native plug-in in August last year on the basis of the officially released ability to support multimodal text generation video. However, there is still a certain gap between the videos generated by these AI large models and Sora, on the one hand, it is reflected in the duration of the video, most of which are still about 4-10 seconds long, and their coherence is also insufficient. On the other hand, there is the combination of lenses, most videos are single shots, and Sora has realized the combination of multiple angle shots in one video. For example, in the silhouette animation, the video switches from a wolf howling at the moon until it finds the wolves, switching multiple shots from different scenes.

When it comes to disruptive new technologies like Sora, we can't just follow the old ways, but move with the trends and shift our mindset to fully embrace AI. It is necessary to lay out as soon as possible, from policy guidance to scientific research layout to industrial support, to form a systematic "accelerator" to help AI and other cutting-edge technologies be applied more quickly and benefit the people.

On the one hand, we need to strengthen the research and supervision of new technologies such as Sora to prevent their abuse and breeding. Sora, while powerful in video generation, can also be used to create false and misleading information that causes harm to society and individuals. We need to establish a sound technical assessment and review mechanism to regulate and guide the rational use of new technologies such as Sora, ensure data security and privacy, and maintain social order, good customs and ethics.

On the other hand, we need to strengthen the innovation and application of new technologies such as Sora to enhance their value and benefits. Although Sora has powerful video generation capabilities, it also needs to be continuously optimized and improved to adapt to different scenarios and needs. We need to encourage and support the R&D and innovation of new technologies such as Sora, expand their application fields and scope, and improve their quality and efficiency, so that they can provide "new quality productivity" for social and economic development.

Specifically:

At the institutional level, it is necessary to accelerate the transformation of old and new kinetic energy, and form a policy environment and market rules conducive to innovation.

In terms of financial support, it is necessary to increase investment in cutting-edge technologies, especially focusing on supporting start-ups.

In terms of industrial collaboration, it is necessary to open up the incubation chain from scientific research to application, so that more AI innovation achievements can be transformed into real productivity.

In terms of personal qualities, it is necessary to be strong

Transforming people's understanding and ability to adapt to new technologies is the foundation of society to cope with change.

Only in this way can China remain invincible in the new round of scientific and technological revolution and industrial transformation, and eventually become a leader.

epilogue

Sora is still in the 1.0 phase and often struggles to deal with the finest contexts, but no one can deny Sora's status as a milestone on the path to AGI. Under the tuyere of AI, the emergence of Sora has shown us the possibility of realizing AGI, and it has also forced the industry to continue to innovate and develop.

Although there are still differences in the technical level of Wensheng video at home and abroad, it is generally predicted that the evolution of artificial intelligence to multimodal models will become an important trend in 2024, and the emergence of Sora will focus the global attention on the field of video generation, which is expected to greatly reduce the threshold for content creation such as short videos. Video, game, animation and other creative companies have paid close attention to Sora and actively deployed related Wensheng video applications. In 2024, the large-scale model will gradually enter hundreds of industries, combined with specific business and product functions, and crisis challenges and industry empowerment coexist. Let's wait and see how the development of large models can empower new quality productivity!

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