Digital Asset Management

Will new AI tool Sora cause a boom in video creation, experts weigh in


OpenAI, the company behind ChatGPT, has unveiled a new program which allows videos to be created using text alone. The new system, Sora, has yet to be released to the public but examples of what it can do have caused a stir amongst social media users.

Bynder, the global leader in Digital Asset Management (DAM), explains what the new update means for video content creation and the legal implications of using AI to create content.

175% increase in the number of video assets stored on the DAM since 2020

Data from Bynder shows a significant increase in the number of video assets stored on the DAM each year from as little as 24,000 in 2015 to over a million in 2023. Between 2020 and 2023 Bynder saw an increase of 175% in video content being stored on their DAM.

Steve Vinall, Director of Global Brand and Communications at Bynder comments on what this increase in video content can mean for brands.

“Sora aims to make video creation more accessible for everyone, allowing videos to be made in seconds. This means we can expect to see the volume of video content in the DAM to increase dramatically over the next year, even more than the 33% increase we saw between 2022 and 2023.

“As we continue to see these AI advancements, empowering users to create more and more content, the demand for DAM solutions soar. An increase in assets being created using these programs makes the DAM more important than ever, allowing users to store and easily access their content. As video content becomes more popular it takes both more time to create and even more space to store.”

“At Bynder we understand the importance of getting content right the first time. That’s why we launched Studio, to help marketers with dynamic content creation, flexible sourcing and batch creation.”

Jim Pieser, Chief Legal Officer at Bynder explains the legal side of using AI to create content and what we need to do to work alongside AI rather than letting it run free.

“The use of AI tools should be subject to robust human oversight as well – including the brand’s legal team,” says Jim Peiser, Chief Legal Officer at Bynder.

“Intellectual property protection is an area where AI changes both everything and nothing – the “old” rules are still the rules, but there are many new ways to bend and break them. Brands should ensure that they are carefully vetting tools for IP compliance and that any tools leveraging generative AI capabilities have clear audit trails. The real “nightmare” scenario here is a key campaign asset generated using AI without sufficient supervision, where that asset infringes third party IP and in so doing, compromises the brand’s integrity.”

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