Vibe check: does GPT-5 live up to the hype?
GPT-5 is here and it’s both pretty impressive and also more of an evolution than a revolution. Here’s what it can do and some instant reflections.
·5 min read
Everyone in AI is talking about one thing this week: Sora. It’s a groundbreaking new creative tool from OpenAI, the tech giant behind ChatGPT, that will enable anyone to generate videos using AI.
Sora takes simple text descriptions and turns them into rich, high-definition video clips. It's about more than making videos - it's about bringing your vision to life with unprecedented ease and precision. Here are some of the ways you might think about using Sora at work:
Marketing: Create a product launch video in minutes, not weeks. Quickly bring your most ambitious ideas to life, so you can experiment with a fully-fledged concept ahead of investing in a shoot.
Education or Training: Transform your teaching with engaging, custom-made videos. From historical reenactments to complex scientific concepts, you can quickly create inspiring videos tailored to the topic you are teaching.
Events: Visualise and refine your event plans with realistic simulations. Give your clients a vivid preview, adjusting details in real-time for that extra wow factor.
Beyond the visuals, Sora impresses with its understanding of physics. It generates motion in videos that's not both realistic and coherent, something many other AI video tools have tended to find a challenge.
It's not just about generating images and making them move; Sora comprehends and applies motion laws to ensure natural movements. From the sway of trees to the behaviour of water and gravity, this attention to physical realism adds authenticity, especially useful for professionals in architecture, engineering, or animation.
Excited to get started? You might have to hold out just a little longer. Currently, Sora is in the hands of a select group of creatives for testing, with a public release slated for later this year.
Intrigued by the potential of AI in creative work? Explore our AI for Creatives workshop at General Purpose. We delve into image generation tools like Midjourney and explore existing video and audio AI tools. Join us to unlock your creative potential with AI.
Where to next
Related pages
If this topic is relevant to your team, these pages are the best next stop.
AI training for media, publishing, and PR teams
Explore how we train editorial, communications, and creative teams to use AI without flattening quality.
Explore page
AI training for consumer brands and retail teams
See how we help brand, retail, and customer-facing teams move faster without losing control of voice or quality.
Explore page
Consumer brand results
See a real client example of bespoke AI training inside a fast-moving consumer business.
Explore page
You might also like
How ChatGPT Connectors Bring Your Work Tools into One Chat (Watch Demo)
Discover how ChatGPT Connectors let you securely link your everyday tools like Google Drive, Gmail, Calendar, and GitHub directly to the chat. In this blog we walk you through the purpose of connectors, how to set them up, and what’s possible once connected.
·2 min read
The day Google stopped being the only game in town
AI is changing how we search and Answer Engine Optimisation is key if you want your business to remain visible online.
·3 min read