Is #Soro: The Revolutionary Newcomer Set to Radically Change the #AI Game?

Embracing the Future of Work and Marketing in the Age of AI

The rapid advancements in artificial intelligence (AI) are not just reshaping the landscape of technology but are also poised to revolutionise the future of work and marketing. Which is why I was asked to do not 1 or 2 but 8 different radio interviews about this new AI tech — Sora….


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Technologies like Sora by OpenAI, with its groundbreaking capabilities in video generation, editing, and digital simulation, exemplify the transformative potential AI holds for various industries. As we navigate this new era, understanding the implications of such technologies on marketing strategies and the broader spectrum of work becomes imperative. It’s what we teach with our training and workshops at Great Marketing Works and in more detail at the AI Marketing Course.

The Revolution in Marketing

The introduction of generative AI models and video creation tools like Sora into the marketing domain promises to redefine content creation and customer engagement. The capability to generate high-quality videos and images swiftly allows marketers to produce an abundance of content, tailored to specific audiences with unprecedented precision.

This level of potential personalization, powered by AI, enables marketers to craft messages that resonate deeply with individuals, enhancing the effectiveness of advertising campaigns and fostering a stronger connection between brands and consumers.

Whether we should be allowed to or not is a deeper question.

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A still from a video generated directly by Sora. Pic: Sora

Moreover, Sora’s ability to simulate digital worlds and create immersive experiences opens up novel avenues for storytelling and brand expression. But also for exploitation as well. However, people who don’t know how to edit or make videos and want to can now design dynamic, interactive campaigns that engage customers in ways previously unimaginable, offering all sorts. So perhaps virtual tours, product demonstrations, and narrative-driven experiences that captivate and enchant. The sky, or our imaginations are the limit..

Cost Efficiency and Agile Marketing

One of the most immediate benefits of AI in marketing is the significant reduction in production costs and time. The automation of content generation and editing processes eliminates the need for extensive resources traditionally associated with video production, such as location scouting, hiring talent, and post-production work. This efficiency not only reduces expenses but also enables a more agile marketing approach, allowing brands to quickly adapt to changing market dynamics and consumer preferences.

Just think you might be able to create adverts in minutes rather than days. And literally save thousands of pounds — if not more.

Ethical Considerations and the Path Forward

However, the power of AI comes with its set of challenges, particularly concerning ethics, privacy, and the authenticity of content. The ease of creating realistic, AI-generated videos raises concerns about misinformation and the potential for deep fakes, making it crucial for marketers to navigate these issues with transparency and integrity. Ensuring privacy and obtaining consent for personalised content are also paramount to maintaining consumer trust in an age where data is king.

The Future of Work in the AI Era

The impact of AI extends beyond marketing, heralding a significant shift in the future of work. As AI technologies automate routine tasks and open new frontiers for innovation, the demand for skills in AI management, digital content creation, and data analysis is set to rise. This shift is part of the Fifth Industrial Revolution which I speak about in my keynote talks on the future of work, and this necessitates a reevaluation of workforce development strategies, emphasising continuous learning and adaptation to equip professionals with the tools they need to thrive in an AI-driven landscape.

Moreover, AI’s capacity to enhance productivity and creativity presents an opportunity to redefine job roles and workplace dynamics. Embracing AI can free employees from mundane tasks, allowing them to focus on strategic, creative endeavours that add greater value to their organisations and foster a more fulfilling work environment.


The advent of AI technologies like Sora is transforming the marketing industry and the workplace at large, offering new opportunities for innovation, efficiency, and engagement. As we look to the future, the key to leveraging AI effectively in marketing will lie in balancing its transformative potential with ethical considerations, ensuring that we harness the power of AI to create a more dynamic, inclusive, and sustainable future of work and marketing.

As we embark on this journey, embracing continuous learning and ethical responsibility will be paramount in navigating the challenges and seizing the opportunities that lie ahead in the age of AI.

On a slightly lighter note, does SORA now mean we could all become the next Stephen Spielberg and create amazing movies for ourselves…

I am kinda hoping so. But I would say that — I am a tech futurist.

References for the piece:

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