What OpenAI’s Introduction of Text-to-Video Generator Sora Means for Enterprises


OpenAI continues to make significant strides in the tech world. Building on the success of text-to-text and text-to-image models, OpenAI has thrown its hat into the ring of text-to-video generation with the introduction of the text-to-video model named Sora.

Sora promises to be a game-changer as it completes the trinity of text-to-different-modal generation loop, which is significant for enterprises to enhance customer experience (CX), and for agents to provide more efficient customer service. Sora also has the potential to help enterprises improve the ROI of their marketing campaigns, elevate training programs, and enhance branding efforts, among others.

What is Sora?

Sora is an AI model that allows users to create videos up to one minute long from simple text-based prompts. It is capable of creating both realistic and imaginary scenes from text-based prompts or inputs. With its deep understanding of language, Sora’s deep understanding of language enables it to accurately interpret prompts and produce compelling characters that evoke vibrant emotions. According to OpenAI, Sora is not only able to understand & create videos based on the user’s prompt but also depict how those things appear in the real world.

Sora’s Common Applications in CX 

A video generator like Sora will help elevate CX with an added layer of personalization and engagement. Video, after all, is a powerful tool to communicate brand values and product information to customers.

Businesses could send personalized greetings and create product demos, tutorials, and promotional video content tailored to individual preferences and needs.

Enterprises can even offer more engaging support experiences by integrating their virtual assistants with video-generating models like Sora. Thus, they can respond to customer queries with dynamic video responses or create visual demos for better understanding and user satisfaction.

Visual communication will empower contact centers to improve customer service, greatly boosting KPIs like first-contact resolution and NPS. Video-based customer service and query resolution will further humanize the call center experience, in addition to improving the productivity of customer service agents. 

Haptik’s Two Cents

While Sora is currently in beta and only accessible to a select group of creators and safety experts, we couldn’t help but get excited about the future applications of this model.

By now we know that multimodality is key to efficient customer service. That is, a robust enterprise CX solution should encompass the capacity to comprehend and respond to various formats such as voice, text, images, and video.

With the introduction of the text-to-video model, we almost have all the pieces to make this a reality which could be a game-changer for large enterprises trying to solve for CX at scale.

Why almost, you ask? As of now, the text-to-video model, exemplified by Sora, is nearly complete, pending advancements that would allow the creation of longer videos. The only remaining element required for a truly revolutionary CX solution is the integration of audio generation directly within the video. While it's possible to achieve this through APIs, the process is not without its challenges, emphasizing the need for seamless integration to fully unlock the potential of a comprehensive multimodal CX solution.

Beyond CX: A Universe of Applications 

The potential of Sora extends far beyond customer experience. Enterprises across various industries can leverage this technology to:

  • Create engaging training materials for employees, with interactive video simulations that adapt to individual learning styles.
  • Develop targeted marketing campaigns with personalized video ads that resonate with specific audience segments.
  • Revolutionize product design and development by generating rapid video prototypes based on user feedback and specifications.

At Haptik, we are working towards building a comprehensive customer experience platform to enable brands to deliver superior user experiences efficiently and optimally. While still in its early stages, Sora’s potential to transform customer experience and empower businesses across industries is undeniable. We are excited to see how this evolves.

Relevant read: GPT-4 Turbo, Assistants API & More: What They Mean for Enterprises