Sora 2 and the Coming Flood of AI Video

8 October 2025

OpenAI has released Sora 2, a major leap in AI video generation — better physics, synchronised audio, far more control — packaged with a social app for sharing the results. Within days, feeds everywhere were awash with clips that would have needed a production crew eighteen months ago.

What happens when video is free?

The same thing that happened when words became free to generate: volume explodes, and attention doesn't. Every social platform is about to receive an ocean of technically impressive, emotionally empty content. Scroll-past rates will do the judging.

Our advice to businesses, as video producers ourselves

• Double down on what can't be generated. Your face. Your workshop. Your customers saying real things badly lit. Imperfect authenticity now outperforms synthetic polish, and the gap is widening.
• Use AI video where it's honest. Concept visuals, animated explainers, storyboards and mock-ups are legitimate and cost-effective uses. Fake testimonials and staged "reality" are reputational self-harm — and increasingly, a legal question.
• Label when in doubt. Audiences forgive AI content that's upfront about itself. They don't forgive being fooled.

The takeaway

In a feed full of the artificial, the genuinely human is becoming the scarcest — and therefore most valuable — content there is. Which is rather the point of this website's name.