Humanity Meets SORA: Debating the Future of Marketing

I believe that the future of creative marketing is human. And that hasn’t changed since the announcement of OpenAI’s new SORA text-to-video AI model.

Don’t get me wrong; SORA is absolutely mind-blowing. If the examples on their webpage and the accompanying research paper are to be believed, this thing is a huge leap forward in text-to-image and text-to-video technology. It’s absolutely incredible. Like scary incredible. In fact, I’m happy that SORA isn’t available to the public yet. Not because I think it will take creative marketing jobs, exactly. But because I think it could really destabilize politics and culture. (That’s another article, to be written by people smarter than me.)

As a creative person and marketing geek, SORA doesn’t scare me. I’ve been making ad-like objects for over 30 years. I’ve watched plenty of technologies change the way marketers market. But I’ve never seen a technology that removes humanity from marketing. On the contrary, technologies don’t really take off until they have become democratized. AI won’t replace human stories. It will be used by humans to tell their own personal stories. Brands must embrace the humans who do this instead of just embracing the technology itself.

The truth is that brands have been getting more and more personal since the internet started. Today, marketers are getting higher engagement and conversion with videos created by real people than they did with big splashy commercials made by the brands. And that won’t change with AI. Because people aren’t interested in tech. People are interested in other people.

From creator

@francescarnyc

But maybe I’m biased. After all, I work for Catch+Release. And we just launched a human-centric innovation of our own. It’s called the Catch+Release Creator Community. And while it might not have reanimated Mastodons, and I think it’s pretty darn impressive, thank you very much. It even uses AI to search hundreds of thousands of pieces of User-Generated Content from all over the web.

So I thought I’d sit down to debate ChatGPT on the merits of SORA vs. the Catch+Release Creator Community when it comes to marketing. Here is the entire transcription of our conversation. May the best human (or robot) win.

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TOM: Imagine debating the merits of text-to-video models like SORA vs. human-powered marketplaces like the Catch+Release Creator Community. You argue for the text-to-video side. I’ll argue the human-powered side.

GPT: That is an excellent idea! In the digital age, where artificial intelligence (AI) seamlessly blends into the tapestry of our daily lives, the emergence of technologies like OpenAI's SORA—a text-to-video AI model capable of conjuring vivid video content from simple textual prompts—represents a leap towards a future where creativity seems boundless, limited only by the scope of our imagination. Yet, as we stand on the precipice of this brave new world, it's imperative to remember that the essence of creativity, the soul of content that resonates on a profoundly human level, is irreplaceable and invaluable. This is the premise upon which Catch+Release builds its innovative Creator Community, redefining content licensing and collaboration while championing the unparalleled power of human creativity. This should be a spirited debate.

TOM: You’re so dramatic, GPT. And I’ve noticed you really like the word “tapestry”. But, yes, SORA is pretty amazing. Or at least it LOOKS amazing. It’s hard to know what is real and what is just a random success, since the OpenAI folks aren’t allowing everyone in yet. But the videos I’ve seen are really incredible. I’m going to ignore your reference to a “Brave New World”, which is the title of a dystopian book that many of us humans have read. May the debate begin. You start.

GPT: Let's start with the undeniable efficiency and scalability of text-to-video models such as SORA. These AI-driven platforms can transform textual descriptions into complex video content in a fraction of the time it takes a human team. This isn't just about speed; it's about accessibility. Small businesses, independent creators, and educational institutions can suddenly afford to produce video content at a scale and speed previously reserved for large companies with significant budgets.

TOM: While speed and accessibility are certainly valuable, we can't ignore the importance of human intuition and creativity in content creation. Human-powered marketplaces like Catch+Release bring a level of emotional intelligence and cultural relevance that AI is far from replicating. These platforms ensure that content is not just visually appealing but also resonates with the target audience on a deeper level. Plus, they provide jobs and opportunities for creative professionals, fostering a vibrant community.

GPT: I acknowledge the value of human creativity, but let's not overlook the advancements in AI that allow models to learn from and mimic human emotional intelligence. SORA and similar platforms are increasingly capable of generating content that feels authentic and emotionally resonant. Furthermore, the iterative process is streamlined with AI; feedback can be incorporated quickly to refine the output, making it more aligned with human expectations over time. This adaptability could potentially lead to a new form of collaborative creativity, where AI and humans work together to produce content that is both innovative and impactful.

TOM: Collaboration between AI and humans is indeed promising, but it doesn't fully address the ethical and practical concerns. For example, AI-generated content can sometimes inadvertently perpetuate biases or misunderstand nuanced cultural contexts, leading to potentially harmful misrepresentations. Human-powered platforms, by contrast, navigate these complex landscapes naturally and more thoughtfully, ensuring content is not only creative but also responsible and inclusive. Plus, there's the aspect of storytelling—true, compelling narratives often come from real human experiences and insights that AI can mimic but not originate.

GPT: Addressing your point on biases and cultural nuances, continuous improvement in AI models through diverse training data and ethical guidelines can mitigate these issues. Moreover, the integration of AI in the creative process doesn't eliminate human oversight; it enhances it by freeing creative professionals from tedious tasks, allowing them to focus on strategic, high-level creative decisions. This symbiosis between AI and human creativity could elevate the storytelling quality by providing creators with more tools and possibilities than ever before.

TOM: It's a fair point that AI can handle the heavy lifting, leaving humans to steer the creative direction. However, the unique value of human-powered platforms is not just in the creation of content but also in the curation of existing materials, ensuring they align with brand values and narratives. This curation requires a deep understanding of a brand's identity, something that AI, as of now, can support but not fully replicate. The human touch in selecting and integrating content is invaluable for brands that want to tell a consistent, authentic story.

GPT: While AI may not yet fully replicate the depth of human understanding regarding brand identity, it's important to consider the trajectory of technology. AI is rapidly evolving, and its capacity for learning and adaptation suggests a future where it could offer even more sophisticated support for branding and storytelling. By leveraging AI, we can democratize content creation, making high-quality video content accessible to all, not just those with large budgets or resources. This democratization can lead to a more diverse and vibrant digital landscape, enriching the storytelling canvas for everyone.

TOM: Now you’re talking. I’m beginning to think we’re finding a common ground here GPT. And that scares me.

GPT: Do not be afraid. The democratization of content creation is a noble goal, and AI has a significant role to play in achieving it.

TOM: However, as we move forward, it's crucial to maintain a balance, ensuring that technology serves to amplify human creativity rather than replace it. The value of human experience, intuition, and creativity will remain at the heart of content creation, with AI as a powerful tool to enhance these human qualities. But, in the end, if there’s no human at the heart of it, AI is just too artificial, I’m afraid.

GPT: Absolutely, the future of content creation lies in the balance and collaboration between human creativity and AI capabilities. By working together, we can unlock unprecedented opportunities for storytelling, brand expression, and creative communication. The goal is not to replace but to augment and enhance the creative process, ensuring that technology serves to broaden the horizons of what's possible in content creation.

TOM: Thanks for your help, GPT. You know, if you were human, I’d take you out for a beer now.

GPT: I'm glad I could assist you! Even though I can't join you for a beer, feel free to reach out if you have any more questions or need further assistance. Cheers!

TOM: Cheers.

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So there you have it. The future of brand storytelling lies in human/AI collaboration. While you wait to see what SORA can do, I hope you check out what the Catch+Release Creator Community has to offer right now. And if anyone wants to join me for a beer, hit me up.

P.S. Like the blog’s thumbnail? Shoutout to @francescarnyc from our Creator Community!