Blog: OpenAI

Amid the flurry of recent generative AI announcements, Apple had been strangely quiet. This changed on Monday (June 11, 2024) when it announced Apple Intelligence at its WWDC24 developer conference. In short, Apple Intelligence is a suite of consumer-focused tools embedded into Apple products to enhance productivity and enable creativity.

When OpenAI revealed its Sora project last February (2024), the video industry began a transformational journey. It was clear even by the early clips that OpenAI’s AI text-to-video tool would recalibrate how videos were made.

The year so far has been largely shaped by AI and perception of just how much it is poised to transform consumer lives. The primary focus has been on the technology and how it may be applied. However, the emerging legal framework around which the AI ecosystem will operate is equally important.

Those with doubts about the impact of AI on video creation should watch Air Head . The surrealist short film about a man with a balloon for a head was pieced together using OpenAI’s Sora , the text-to-video tool that is fuelling fear and curiosity across Hollywood.

If 2023 was the year of consolidation in video, 2024 is poised to be one of experimentation and disruption. First up, the lag in content output as a result of this year’s writers and actors strikes left significant gaps in new content.

The future of artificial intelligence (AI) is currently caught between earth-shaking promise on one side, and a tangle of ongoing litigation on the other. This week’s OpenAI keynote painted an exciting future for generative AI, with updates including customisation and integration capabilities for ChatGPT.

Zoom has been making the news this week over its controversial new terms and conditions that now allow the service (in theory) to utilise user data to train its AI-assisted features. While the company has reassured the public that they need to opt into the usage, which is necessary to use its AI functions like generating transcripts, privacy concerns are still high.