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- [00:01]
A
Okay, Sora 2 is out. Everybody is talking about what a cool video app this is, Kip, and I want to tell you why. Sora2 and OpenAI have just killed social networks. TikTok, Instagram, Meta, they're all gone. And it's not for the reason you think. We're going to bring you through the best features, why this app is on fire and tell you why this app could be the end of social networks as we know it. All of that and more on this episode of Marketing against the Grain.
- [00:43]
B
We're here today. We're talking to you about Sora 2 and Sora 2 is the next generation of OpenAI's video model. But Kieran, they did something very different. They made it a standalone application and not only is it just like an interesting, better updated video model and we'll talk about that, but they've also are turning it into a social network.
- [01:02]
C
Right? Right.
- [01:03]
A
We're going to show some of the videos. I think by now you've maybe seen some of the videos. If you haven't, we're going to show you some of the funny videos that you can do with it. Very similar to VO3.8 seconds. But I want to call out some of the real interesting things that they have done here. And so sort of to the app is basically a quote unquote, TikTok clone. An AI TikTok clone. But there's some interesting things they have done to figure out problems that other apps like VO3 have had. And so when you log on to Sora 2, one of the things you'll do is, you know, when you got a new Apple phone, you're doing the whole thing.
- [01:37]
B
Yeah.
- [01:37]
A
It clones you, so you create an AI model of yourself. Now, the other smart thing they have done, and I'm going to go into why that's so smart, just as part of the onboarding process. The other smart thing they have done is they get you to say three words and so they clone your voice. So prior to needing to do this, you would have had to go and do this with different tools. Right. You would have had to go clone yourself with hey, Jen and then go use 11 labs. You come into SOAR 2, you create an AI model of yourself, then you can create an AI voice, clone your own voice, and then you can say, now I'm going to create content with myself or based upon permissions, you set any other person who's part of the network, if I include you in one of my videos, you get automatically tagged.
- [02:23]
B
Such a cool mechanic.
- [02:24]
A
When that video Goes live.
- [02:25]
C
Right.
- [02:26]
A
It's a clever, very clever marketing. It's engineer led marketing, because they have figured out virality, like this whole network, they've created like a community around the process of creating AI, which VO3 never had.
- [02:38]
C
Right.
- [02:39]
A
And the other thing that they've managed to do is they've solved character consistency. Because what have I said about VO3? It's 8 second clips, and it's really hard to maintain character consistency across those eight seconds. But now this network has a bunch of AI clones, and so the character consistency is always the same because you're tagging and using those clones. So Sam Altman today is probably the most memed human there has ever been, ever, Ever. Maybe that's what he wanted.
- [03:07]
B
I thought this tweet from friend of the Pod. We need to get Anu back on here. An@larue. I like how she signed it up. RIP to owning your likeness. So one of the things that's interesting about this is that when Facebook started, what they actually did was they got your social graph and they mapped your social graph, and then they were able to sell ads on top of your social graph. This is like the next derivative of that, Kieran, where right now it says you own your likeness, but they also, in the terms of service, have the ability to update their terms of service. So, like, how much of your likeness do you actually own? And this is going to freak a bunch of people out.
- [03:40]
C
Right?
- [03:41]
A
Well, neither of us yet have access to Sora 2, but I have done a lot of digging. I do think you own your likeness because I think you have to set permissions to allow people to use that within the app. So I can basically say use content. I'm allowed to use my AI model, or I suspect I can actually set permissions to allow other people to use the model. And so what is this setting up for? Well, how easy is it now to add payments?
- [04:06]
B
Yes. Which they announced a stripe partnership to do that.
- [04:09]
C
Right.
- [04:09]
B
They're going to do a ton of payments for likenesses and all that kind of stuff.
- [04:13]
C
Right, Right.
- [04:14]
A
So now I'm in the app and I can say I'm going to pay Kip's money to use his likeness in my video. And then what else have they just hired? They've hired someone to build a paid ad platform. So now I have payments to use creators in my video, their AI models, and now I have someone working on my pay platform. And so it does make a ton of sense. I would actually say that this tweet maybe is wrong in that you will own your likeness and you could probably monetize it within the app.
- [04:39]
B
Well, I think the question is how much do you actually own and how much do they own? And I think she's kind of pushing on. It's new, but I think you and New agree on a few things that like, the viral growth loop around this app is very good.
- [04:51]
A
Very good.
- [04:52]
B
The onboarding's good. The cameo feature does make it very accessible, highly mimic and like, creates a new class of creators I think is generally right. I also, just as a complete aside, Karen think that it's hilarious that the world thinks OpenAI cares about B2B use cases when they're out, like trying to take MetaDown. Yeah, you know, it's like there's a whole sub thread about, oh, OpenAI is doing sales prospecting stuff. It's like they don't give a shit about that.
- [05:18]
A
No, they're not.
- [05:19]
B
They're doing this. Come on.
- [05:21]
A
I think OpenAI probably have a wall and it's like if you are not a hundred billion dollar idea, you don't even make the starting point of like a product that's worth doing.
- [05:31]
B
Yeah. All the B2B stuff is just AWS. They're just like, cool, we're going to be AWS for that. And then all the consumer stuff, they're like, great, we're going to take down TikTok and everybody else.
- [05:40]
A
The big virality loop here. The thing they've done different is the cameo feature, which is when you've cloned yourself and you've set permissions in a certain way, you can use that likeness in any video. So obviously Sam has created a version of himself and has allowed anyone to use that likeness within any video. So this was the number one trend in video.
- [06:00]
B
Yeah, 5 million views on this video on X.
- [06:02]
C
Right.
- [06:03]
A
Which was him stealing GPUs and target or one of those. It does make you think, like, how do you even become a creator in this era? You only really are valuable if people already know your likeness. Definitely an incredible tool to create a ton of AI slop. And who doesn't love the AI slop? AI slop is a term people have kind of been calling it, which is just sugar for your brain. Look, video has the highest ROI of any marketing channel. We all know this. But most marketers don't use it because it's expensive and slow. Now, with Google VO3, you can create professional marketing videos in minutes. No crew, no budget, just a prompt. We put together a guide that shows you exactly how to do it the prompting structure, wheel examples and actual outputs. It's got everything you need to start creating videos with AI. Get it right now. Click the link in the description. Now let's get back to the show. So to kind of like recap where we are, I think the onboarding process, really cool. Creating the AI model, very cool. Creating a clone of your voice, very cool. The cameo feature really is the standard feature for me that you can easily use your own likeness and get consistency across every video. Or I can use someone else's likeness and I can get consistency across every video. I think again, it's super smart for Sam to launch and allow anyone to create a video with his likeness.
- [07:26]
B
So one of the things I did want to show here is I did find a good side by side of Sora 1 versus Sora 2, because we haven't actually talked that much about like cool. Like is the video actually better or is it just a social app? Yeah, they did make a meaningfully better video product.
- [07:41]
C
Right.
- [07:41]
B
It's so much better. And like here's like a pretty good side by side. And so they did make a credibly better video model.
- [07:49]
A
Yeah.
- [07:49]
B
And I suspect as marketers, as business owners, founders will be using this video model via API and other things. But the sort of app itself is clearly a consumer play.
- [08:01]
A
Yeah. I think because of the consistency, like if I show you a little clip from their launch video because of the ability to do the consistency across clips. So if you look at their launch video, because it works on the AI model where you've cloned yourself, look how detailed this is. Right.
- [08:19]
B
It's really good.
- [08:20]
A
Look at the lighting on the hair. Look at every aspect of the face. This to me is the big unlock is that you're able to scan yourself and so the consistency across clips, you.
- [08:30]
B
Could still tell with like the lip syncing in the mouth and stuff that it's AI.
- [08:33]
A
Yeah.
- [08:33]
B
Like we're not here hyping this up, but it is definitely a meaningful step forward.
- [08:37]
A
This is so good.
- [08:38]
B
Right. The physics are way better and the character consistency are way better.
- [08:41]
A
Yeah. Again, it keeps that consistency. People were saying it's really easy to tell it's not Sam because it has so much more energy.
- [08:50]
B
Sam's life is trying to take over the world.
- [08:53]
A
Pretty brutal.
- [08:54]
B
It's wild.
- [08:54]
A
It's great for a CEO like Sam because he can be in all these ads and he doesn't have to be in the ad.
- [08:59]
B
He is the now the most memed person ever.
- [09:02]
C
Right.
- [09:02]
A
That's the thing I would like really keep in your brain is like you can now create any videos. You could clone your entire exact team and have them in all of your ads and never have to actually ask them to be in any of the ads. I think that's huge.
- [09:14]
B
I agree. I do want to talk about the application, the use case. What do people need to care about and how should they think about Sora too, now that we've kind of broken down everything that's happening. I thought Greg Eisenberg had a bunch of takes on X. Greg's coming on the show soon. I think his first take I actually agree with. Someone will buy a synthetic Sora 2 style account for $10 million or more. Somebody's going to create a really popular account because they're going to be really creative at coming up with memes and cultural influences. What's I think on the Sora 2 platform, but it will extend to those other platforms.
- [09:49]
A
On what platform? Like TikTok or something.
- [09:50]
B
They'll have to buy the Sora 2 account, but it will, because it's popular across all the video sharing accounts is what I believe. The reason for that. And like the big shift that I think is really hard for most people to get their head around, Kieran, is that right now a meme is like taking this thing that happened in culture and packaging it in a multitude of funny ways.
- [10:10]
C
Right.
- [10:11]
B
Somebody is going to create like manufacture. The thing that happened in culture wouldn't even happen. They're going to manufacture such obtuse or absurd things but are still rooted in realism that it's going to really touch people's sense of humor and like creativity. And it's going to be kind of a new form of art and creator. Dom. I really do believe that.
- [10:33]
C
Right?
- [10:33]
A
Yeah. I think like proactive memes where the entire thing came from. The meme itself, it is 100% a new form of creation.
- [10:41]
B
I like that he's like, there's an opportunity to create a non AI Instagram. You and I were whatsapping about this. The social web looks very different when it's just like AI slop everywhere.
- [10:49]
C
Right.
- [10:50]
B
I want your take on this.
- [10:51]
A
I don't think it's a good thing. Yeah, I don't think it's a good thing. I just don't think it's a good thing. If you give people something, they're going to do it en masse and only a small percentage of those people are good at it. And so for the most part, it's going to be awful. I wouldn't be surprised to see Elon downweight a ton of that AI video within X. I've always thought that AI is going to push people towards more human to human experiences.
- [11:17]
B
I agree with this.
- [11:18]
A
And so I could see a social network where you have to. Which I think is very controversial at the moment actually. But you have to validate yourself.
- [11:26]
B
Yes.
- [11:26]
A
You have to verify that you're real and that being a pretty popular place to hang out. Because I find the AI stuff cool. I love creating it. Do I think that there is any value in me sitting there for hours consuming it? No, it rots your brain.
- [11:51]
B
I think in some ways we're going to push to the far end of what's been happening on the Internet over the last 20 years.
- [11:57]
A
Yeah. Which worries me.
- [11:59]
B
Right. And like if the marginal cost of making anything comes to zero, a song, a video, a painting, whatever, then what is a value?
- [12:08]
A
Exactly.
- [12:09]
B
You know, there's always two ends of the spectrum, right. Like if the cost to create something, marginal cost is 0 and the skill and expertise kind of gets washed out, then what's the other side of that? And the reason we're talking about this on the show, because we talk about marketing stuff on the show, is the other side of this is where marketing is going to shine. Right. Companies that can deliver, you know, in the early days it'll be like the cool brands that are early on Sora and do some clever stuff. But you know, Greg's here being like, feeds are going to be unrecognizable in three months. I don't know if it's three months, but it's probably three to 12 months. So as a company, as a business, how are you going to stand out? And some people are going to build armies of these AI creators and some people are going to try to bring humans back together and both will probably win in their own way.
- [12:55]
A
Well, I don't know what the incentive is for social platforms to allow this to happen on mass. The reality is they're trying to drive usage and impressions to allow advertisers to sell ads against. And so I don't think there's value in this kind of content being the dominant content on like X or LinkedIn or any of these places because they actually need to drive real human usage. And I think this stuff actually probably does not improve usage over the long term. It actually makes the feeds much, much noisier. So there's like two parts. To me, I love these tools because it unlocks creativity and I think creating things is the best thing in the world.
- [13:30]
B
Making things matters, like being able to.
- [13:32]
A
Craft things, create things? Yeah, I think so, yeah. It just makes you happy, right? Do I want to have my entire online experience dominated by AI created slop?
- [13:44]
B
No.
- [13:44]
A
You know, a good example of that is I freaking cannot understand why people have decided that automate. I know, I'm like, I talk about this en masse online. You know, we have AI and there's people who think automating my comments on LinkedIn is a good thing to do with AI. And there are people like that who like, oh, I can use this to scale it in really ways. And that's a really good example. I like LinkedIn. You don't like it as much, but there's actually a good conversation on there. But the AI comments have already ruined that conversation. It drives me nuts. I have some guy who like, has set his little agent to like everything I do. It's weird, it's scary. What is wrong with these people? I don't know the value. Like, I think that person's an idiot. I can see their comments and I'm like, wow, that person, like, sucks. I would never interact with that person.
- [14:33]
B
This is a very important point.
- [14:35]
C
Right.
- [14:36]
B
The best marketers throughout human history have been able to either go counterculture or tap into culture. And a lot of AI is enabling bad marketers to just like, be culturally irrelevant. Like, to like. Everything you do is like, culturally irrelevant.
- [14:53]
C
Right.
- [14:53]
B
It's like, there's no signal.
- [14:55]
A
Yeah, it's lazy marketing.
- [14:56]
B
Anybody watching, don't do those things. Also, I think. I think we're just not ready for the implications. I mean, we're to the part of the show where I'm just going to talk about all the weird stuff, but it's like, what does this mean for death? Like, if I've got like this model of me that you can create a video of me doing or saying whatever, like, yeah, what does that do for.
- [15:14]
A
Yeah, it's weird, like the notion of.
- [15:16]
B
Death and how you own how these accounts and your likeness exists after you're like, it's just. Humanity is not yet prepared for where we are currently.
- [15:24]
A
Heads are.
- [15:25]
B
And we'll get there and we'll evolve and change, but it's got to be a real mind twister to get there.
- [15:30]
A
Yeah. Well, what is the value, like a creator today or like an influencer or a creator? Their value is a value because they probably pick and choose the things that they do. What is the value of a creator when instead of that person being in five videos, because that's who is able to pay them that amount of money to be in those videos. I can do the long tail and so I can be in 5,000 videos. But, like, how quickly do humans get bored of that person? Because they're in 5,000 videos. One of the core things about people is we get bored of things very, very quickly. And I think that that time is shrinking with all of this stuff.
- [16:05]
C
Right.
- [16:05]
A
And our attention span is like, okay, well, I'm bored of this. Move on to the next one. And I think that's one of the downsides of this, is that it's just harder to, like, stand out for longer.
- [16:14]
C
Right.
- [16:14]
A
If you start to license out yourself to allow it to be created en masse. Like, I'm already bored of Sam Altman. I've seen him in every single video of my ex feed.
- [16:22]
B
Yeah, it used to be 15 minutes of fame, now it's 15 seconds of fame.
- [16:26]
A
Yeah, it used to be 50 minutes of fame.
- [16:28]
C
Right.
- [16:29]
A
And you were in like four or five things and now five seconds in fame and you're in a million things. Right. Because you can scale that thing infinitely. And I think that's problematic.
- [16:37]
B
Totally. You can get oversaturated in a way that's just insane now.
- [16:41]
A
Right, Exactly.
- [16:42]
B
There's going to be a backlash against Sam just because he's in this stuff.
- [16:46]
A
The thing about that is I just like, he's a serious guy. That stuff is on the Internet forever. I know, but I guess you have to be a user of your own technology. I don't know. I think the clone in thing and making it so easy to do clone in at scale, I think is like huge development here. And I don't know the implications, but I think it's pretty sizable. I think people are going to miss how sizable that cameo tool is.
- [17:12]
B
Yeah. I think it is going to disrupt social networks. I don't know if it's for the good or for the bad. And it's very early to see it's.
- [17:20]
A
100% for the bad. Have you seen anything good about social networks over the past two years? We're going down a different path here, but, like, they have not. They have gotten gradually worse.
- [17:29]
B
No, I understand. Well, and by the way, what's interesting, just as an aside, is that you have Meta and OpenAI kind of competing on opposite paths. It's like OpenAI is coming and launching Sora 2. And this week the META Ray Ban displays come out with META getting deeper into hardware. Kind of competing where OpenAI and Johnny I want to go, which just as a closing Aside, you have to schedule a 25 minute demo at best Buy to buy the Ray Ban displays.
- [17:55]
A
They really want to sell you in the value of them. They want to improve their retention, they.
- [17:59]
B
Really want you to know how to use those things and they really want to limit the number of pairs out there.
- [18:04]
A
Yeah, I think that's a smart thing to do because you want to make it feel like it's special, but you also want people to use them.
- [18:10]
B
Correct. Which is kind of the opposite way of what Sora2 is doing. So I'm very interested to see how the next six to 12 months play out in all of this.
- [18:18]
A
Yeah, look, I will be happily online when I get my access, creating lots of slop all over the place. So it's not as if I'm not going to use that tool.
- [18:28]
B
We will do a whole Sora to deep dive show and we'll make videos and we'll talk about the marketing, use cases, the social network potential, all of those things. But I don't know, I think you and I just felt compelled to come in, talk a little bit about the launch, the improvement of technology, but more so like the impact on marketers, social media, the Internet, of what we think is going to happen here.
- [18:48]
C
Right, right.
- [18:49]
A
A social media marketer should just be a prompt engineer.
- [18:51]
B
It's quickly moving in that direction.
- [18:53]
A
Yeah.
- [18:54]
C
All right.
- [18:54]
B
Well, this has been a wild show. I think both of our brains hurt. I think this is probably going to be another ChatGPT launch kind of moment where people will look back and be like, oh, remember like when everybody recorded their own video? And it's going to be kind of wild. I'm a little bit of a loss for where the world is going from here and I think that's where you and I kind of land. But we're going to keep figuring out and we're going to evolve right there with you all. I hope that you enjoyed the show today. We'll see you real soon on market against the grain. Sam.