Video AI Sora: A Revolution – also for B2B Marketing?
14.03.2024
Since the introduction of Sora, OpenAI's text-to-video model, the worlds of AI and marketing have been in uproar. It's being hailed as one of the most significant disruptions since the launch of ChatGPT – and that's saying something. So, how will Sora change the landscape for B2B marketing professionals? Especially concerning the use, creation, and impact of videos? What specific potentials does it unlock for B2B? Here, we have the answers for you.
What is Sora by OpenAI?
OpenAI describes Sora as an AI model capable of generating realistic and imaginative videos up to 1 minute in length based on text inputs (prompts). When they say realistic, they're not exaggerating, as demonstrated in example videos on their own website. If you're not paying close attention, you could easily be deceived. Users who remember the viral AI-generated "Will Smith eating spaghetti" video clips will be surprised – especially since this fever dream of an "AI fail" was just 11 months ago.
Thus far, the model has only been presented to the public – there's no release date yet. It remains to be seen when Sora will become available as a tool for B2B marketers.
OpenAI's Sora in B2B Marketing: Impacts, Potentials, Concerns.
With the introduction of Sora, OpenAI is heralding the era of AI-based video generation. This not only opens new possibilities for marketing professionals but also raises the bar significantly for B2B marketing. We've identified and examined three key areas where Sora will have a profound impact:
1. Revolutionizing Content Creation: Embracing Video in B2B.
Sora's ability to generate high-resolution, realistic videos from text prompts marks a paradigm shift in B2B content production. In the near future, the text-to-video model is expected to enable fast and cost-effective production of video content.
"By now, B2B companies have no excuse not to jump on board before it's too late."
This presents enormous potential for B2B companies, particularly in making complex products and services more tangible and understandable through video. Moreover, the challenge of sourcing suitable stock footage for highly specific applications will likely become a thing of the past with Sora – a significant relief in creating more vibrant and interactive product presentations, explanatory videos, and testimonials.
Even before the AI hype wave, video in B2B marketing was a promising trend. By now, B2B companies have no excuse not to jump on board before it's too late.
2. Rethinking Customer Experience: Creating Shared Experiences.
Never has content creation been easier. [Yet] precise content alone will no longer suffice to remain relevant. To stand out, brands will need captivating content experiences in the future. – We wrote this 8 months ago in our article "How AI is Putting Content Experience in Focus". The perspectives opened up by AI-assisted video creation with Sora make this statement more relevant than ever.
However, Sora isn't just part of the challenge but can – when used correctly – be the key to the solution for B2B brands. With OpenAI's text-to-video model, marketing professionals can create entirely new, differentiating customer experiences by offering immersive content that goes beyond traditional video formats.
For example, Sora could potentially create entire 3D worlds in the future. Such interactive landscapes can serve as innovative platforms for community building, educational games, and brand interaction, providing space for real-time interaction and exploration. This could fundamentally change how B2B brands communicate and interact with their audience – through unique, shared experiences.
"However, Sora isn't just part of the challenge but can – when used correctly – be the key to the solution for B2B brands."
3. Hyper-Personalization at a New Level.
An essential piece of creating genuine customer experiences is personalization – especially in targeted B2B marketing. With Sora, video content can not only be produced comparatively efficiently but also tailored to the specific needs of the smallest target groups.
Thus, the same product can be presented to users with different company affiliations or job titles in applications or storylines relevant to them – simply by adeptly adjusting the prompt. Or consider this: Sora will be capable of calculating different "paths" to the same endpoint (such as the final frame of a film). If that endpoint is a website or landing page, Sora can tailor an individual customer journey there for all users.
While personalization's ability to enhance activation, customer retention, and conversion rates is nothing new, Sora will provide B2B marketers with a new tool to achieve unprecedented scalability in personalized communication. This means that personalization will become a necessity in B2B marketing going forward.
"With Sora, B2B marketers will gain a new tool to achieve unprecedented scalability in personalized communication."
Conclusion: Sora brings change and opportunities for B2B marketing.
The technical capabilities of Sora are impressive, with development only just beginning. "Just remember, this is the worst that this technology is going to be from here on out," emphasizes tech YouTuber Marques Brownlee in his video "AI Generated Videos Just Changed Forever".
With this thought in mind, it's safe to say that Sora has the potential to radically transform content creation, personalization, and customer experiences in B2B marketing. However, these advancements require careful strategic planning and ethical considerations, particularly regarding transparency and handling of generated content.
In a time where customer expectations are continually rising, competition is fiercer, and the digital landscape is increasingly complex, Sora can serve as a key tool for B2B marketers – a tool not just to meet challenges but to turn them into opportunities for growth and innovation. The time to harness these potentials is now!
Interested in maximizing your potential with generative AI? With our content expertise, we're here to assist you. Feel free to reach out to us!