Sora's Expected Impact on Marketers: In-Housing Creative and Pricing Changes

Agencies brace for yet another AI disruption

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OpenAI’s latest AI-powered disruptor, the text-to-video tool Sora, is prompting shifts in business models and agency pricing structures, five sources told ADWEEK.

Currently in research mode and limited to red teamers, Sora creates original, realistic videos up to one minute long. Creative agencies will be able to use this tool to test ideas and visualize concepts early in the ideation phase, trimming production costs and time spent.

Instead of charging clients for the final execution, costs around ideation and prompt engineering will be integrated into agency rate cards, a departure from providing such services for free to clients, said Jason Snyder, CTO of IPG agency Momentum Worldwide.

“It shifts the business models because we’re going to be changing the pricing structures and the service offerings,” he said.




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