"This week, we integrated OpenAI's Sora 2 into Synthesia. Businesses can now drop cinematic b-roll into the AI avatar videos they already make on our platform. As I've been playing around with OpenAI's new model, I feel more confident than ever that the next two years of the internet will be weird, creative, sloppy, and brilliant, all at once. It'll force a reset on how brands, employees, and customers think about what makes a video good."
"We've seen this before. When large language models went mainstream, the early reaction was euphoria, quickly followed by anxiety that the web would drown in auto-generated text. The same pattern is repeating in video, only faster and louder. Right now, we're in the mass experimentation phase. People are pushing the tech to its limits. Next comes the product phase where businesses turn novelty into workflows that actually matter."
"But once the novelty fades, no one will care how a video was made. Every media shift goes through this cycle. Painters debated cameras. Print debated digital. Provenance debates burn hot, then cool, as audiences standardize on value. Was it worth my time? Did I learn something? Did it help me decide faster? We'll stop caring if a video came from an iPhone or a GPU, except for select formats like news or sports."
OpenAI's Sora 2 has been integrated into Synthesia, enabling businesses to add cinematic b-roll to AI avatar videos. Powerful browser-accessible video models are accelerating mass experimentation and will quickly move into productized workflows. Production costs are collapsing, fueling high-volume, short-form "watchbait" optimized for attention and rapid consumption. Early excitement will give way to concerns about provenance, but audiences will ultimately prioritize usefulness and entertainment over origin. Only select formats like news and sports will retain provenance sensitivity while platforms rush to ship and often freely distribute AI-native creative tools.
Read at Fortune
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