So, what about generative AI video?

Almost anything we here at Ciceron see or predict about AI has the potential to be both face-melting and controversial.

Take generative video as a great example. Is it a dystopian future?

Tools like Open AI’s Sora, which isn’t actually a publicly available product. Through regular text prompts, it can imagine and create “good enough” quality, high-def videos. Commercial quality? Well, I’m sure professional level video creators might object to that.

But that’s not the point. “Good enough” has always been the great equalizer. And in all honesty, the vast majority of brands never create video assets in the first place because the costs to date to create “good enough” video has been cost prohibitive.

From a marketer’s perspective, this is a shame because we all know that video assets have the potential to have the best engagement, viewership and contribution to conversion of any asset. But most marketers simply cannot do it.

To put a finer point on it, they’ve never employed professional video creation and editing services to begin with.

So will professional video creators lose their jobs because of Sora? I don’t believe so. I believe the brands who have employed them in the past and in the future aren’t in the business of “good enough” — they desire exceptional.

For the majority of brands, tools like Sora and myriad others who will launch yet this year, this month, and next are in the business of offering everyone else the ability to finally use video.

This will lead to a massive uptick in use of CTV and other programmatic video marketing channels. Brands will now have access to much better storytelling platforms which will contribute to higher conversion rates.

This is the revolution of generative video. Not that we can simply make videos that are “good enough.” Now everyone will be able to use video to grow their businesses.