It’s been a big few days for AI video. Meta launched its Vibes feed. OpenAI released the Sora app. Together, they preview a future of social media built on machine-made, perfectly personalized content.
The takes came fast. Tech pundits weighed in, creators voiced concerns and cultural critics cried dystopia.
Marketers, for once, didn’t jump in. But they didn’t ignore it either, They’re curious, cautious and conflicted. Vibes and Sora clearly mark a shift in attention. But with every leap forward comes more complexity: fragmented platforms, blurred lines of control, and an open question — what even counts as “content” now?
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