Category: In the News

AI video tools like OpenAI’s Sora are edging into mainstream culture while marketers watch — some intrigued, others concerned.

The promise of near-instant, realistic video may sound like a dream for cash-strapped, content hungry brands. However, marketers are increasingly nervous about risks such as copyright liability, brand safety and ethics, wanting answers before committing to public-facing AI-video produced ads, according to four creative agency and marketing execs.

The number of AI video apps on the market is growing. In addition to Sora, there’s a list that includes Midjourney, Google Veo and Meta Vibes. Meanwhile, marketers are grappling with the synthetic social and video surge.

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Ariel Deitz, vp, east at Blis

Many marketers are curious about omnichannel advertising, but often settle for multichannel, where multiple channels are activated but not orchestrated into a cohesive strategy. In reality, most campaigns are still a patchwork of siloed tactics, but in a fragmented media landscape, simply showing up across channels isn’t enough. Access is no longer the challenge. Coordination is.

As identity signals fade and consumer journeys become increasingly challenging to track, marketers must shift their approach. The question isn’t just where consumers are, but how they move between channels and what drives them to act. Getting omnichannel right means orchestrating a sequence of experiences that reflect how people actually live, shop and decide.

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