OpenAI showed Sora in mid February 2024: not a mass product yet, but clips up to about a minute that look close enough to spark panic and excitement in equal measure.
Stock video libraries, ad agencies, and anyone who sells "B-roll of a city street" just heard a new clock ticking.
Why the wow landed
Motion is harder than still images. When generated video stops looking like a melting fever dream, clients ask why they are paying for a shoot.
What breaks next
Licensing, provenance, deepfakes, and trust in news footage. The same week of awe is a week of risk for anyone who needs to know a clip is real. See also how deepfakes already hit business trust.
Sora is still a demo gate. The industry argument it started is not. Traditional stock is not dead today. It just got a rival that does not sleep, invoice, or book a location scout.
Creative unions, advertisers, and stock platforms will spend 2024 arguing about labels, watermarks, and disclosure. None of that debate needed a consumer Sora button to start. The demo quality was enough.
Treat this week as the industry noticing the cliff edge, not as the day everyone fell off it.
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