AI-based video tools such as OpenAI’s Sora have begun to enter mainstream culture. Some marketers are intrigued, while others are concerned.
Near-instant, realistic videos may sound like a fantasy for content-hungry brands that are strapped for cash. According to four creative agency and advertising executives, marketers are becoming increasingly concerned about copyright liability, brand security and ethics. They want answers before they commit to public-facing AI video produced ads.
There are more AI video apps available on the market. There are many other AI video apps, including Google Veo, Meta Vibes, and Midjourney. Marketers are also grappling with the surge in synthetic social and video.
1. Are AI-based video apps safe, both legally and ethically, for brands?
The biggest unknowns are safety — from copyright and brand safety to intellectual property and misinformation. Especially given the uncertainties arising from the White House’s push for winning the so-called AI Race, and potential regulation.
Hollywood studios such as Disney, Universal, and Warner Bros. Discovery has filed pending lawsuits with Midjourney for copyright infringement, and usage rights. This could set a precedent in AI usage of IP.
That was the first hurdle that we faced with clients who said, “I’m exposed.” I’m not interested, because you can’t insure me, and neither the tool can, and the tool is scraping everything”, said Khari Streeter. She is the chief creative officer of Burrell Communications Group, an agency group that consists of multicultural marketing communication agencies.
Clients are concerned about the black-box nature of AI. They don’t know what data sets or information video AI platforms use to generate creative. Marketers said that unless a company develops their own large language models, it can be difficult to control the input data, and ensure that the generated information comes from designated sources.
2. Are consumers going to reject artificial AI content?
According to marketers, users are equally apprehensive and excited about synthetic social. Early signs of pushback against AI content that mimics human behavior (as in Coca-Cola’s holiday campaign) has made marketers nervous.
“Some online dialogue is asking, ‘Is it the end of truth? That feels frightening,” said Natalie Silverstein. She is the chief innovation officer of Collectively, Brandtech’s influencer company. Some creatives still call it an “AI sheen” as AI struggles to create visuals that don’t have uncanny valley vibes. John Geletka is the founder and chief experience of creative and strategic agency Geletka+. He said that even advanced AI-generated artwork, such as that from Sora 2 still has inconsistencies and an “too perfect’ quality that people notice. This hinders its use for final products.
Noah Mallin of Mallination, an advertising consultancy, stated bluntly that “the more AI content people see, they less want to see.”
3. What will synthetic videos do to the economics in the creator economy?
The promise AI video creation tools are to be able to create content faster and cheaper. When it comes to the creators economy, marketers are unsure of the economics behind licensing likenesses, voices, or personalities. Publishers have begun to enter into licensing agreements with AI platforms. These deals allow AI companies to use publisher-provided content in exchange for a fee. Silverstein says that as AI video production continues, influencers will likely strike similar deals.
We’re beginning to see the potential of licensing likeness. Silverstein said that it’s likely to happen, and added that most brands still haven’t. She said that creators could theoretically negotiate line items in brand deals for AI rights, raising questions about protection, usage rights, and compensation over the long term.
Joy Ofodu, an experienced voice actor and full-time creator, told Digiday in 2017 that she had begun including a rider regarding AI for speaking engagements. She asked that clients refrain from training, adapting or modifying her voice using any AI system.
AI-based video applications such as Sora blur the line between AI and reality. Marketers say that most video creation tools still require human hands to type on keyboards in order to produce high-quality pictures. Geletka stated that it took 58 cuts to create four seconds of usable videos using an AI-powered tool.
Geletka said that many people do not realize the amount of work required to produce a video. “Even if you have good prompts, you still need to push the machine.”
Mallin said that the tools “just aren’t doing it from a creative standpoint.”
As AI video tools become more democratized, the phrase “AI slop”or “AI slop”has been used more and more. Marketers are concerned that “AI slop,” or synthetic content, will turn off shoppers if platforms become overrun.
Mallin said, “The problem with AI content is the more people see it, the less they like to see.”
As tech companies like OpenAI and Meta continue pushing a synthetic feed, consumer backlash may overshadow tech ambitions.
The majority of marketers interviewed for this article are using AI tools within their own companies until they have more clarity on creative control, IP, and user perception.
Streeter stated, “We haven’t quite gotten up to [AI’s full capabilities in consumer-facing work] – a little because of the headwinds that we’re referring to in terms of accountability, energy and all of these other pieces. But I’m optimistic.”
