Could text-to-video AI spell a new era for greenwashing? | Opinion | Eco-Business

Last week, OpenAI, the creators of ChatGTP, announced the arrival of a new text-to-video tool called Sora that has since flooded social media feeds with ultra-realistic high-definition clips created entirely by Artificial Intelligence (AI).  

Sora, nicknamed after the Japanese word for “sky”, can create 60-second videos of exceptional quality from users’ text prompts — and can also make still images come alive in hyper-realistic video or extend or recreate existing video footage. 

The company announced it had opened access to Sora to only a selected few researchers and video creators who are testing Sora’s terms of service, which prohibits “extreme violence, sexual content, hateful imagery, celebrity likeness, or the intellectual property of others”. 

OpenAI shared reels of incredible videos, from woolly mammoths to podcasting dogs, a recreation of California during the gold rush, and golden retrievers playing in the snow.

This is a before-and-after moment for factual videos and films.   

Once Sora is …