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As the wave of digitalization sweeps across the globe, the cultural industry is at a historic turning point. In this transformation, digital models represented by Sora generative AI are becoming a powerful engine for driving the digital transformation of the cultural industry due to their unique advantages. Notably, the application of Sora technology will exhibit diverse characteristics across different segments of the cultural industry; some areas may experience revolutionary changes, while others might only see improvements in efficiency and experience.
Given that Sora’s impact on the cultural field is comprehensive, there is a plethora of information online, but most focuses narrowly on discussions within short video, film, animation, and gaming sectors, which is not comprehensive. San Chuan Hui Cultural Industry (ID: schwhcy) proposes a research approach. Overall, it examines the application potential and impact of generative artificial intelligence in the cultural industry, ideally categorizing them according to cultural and tourism industry classification standards (for instance, the “Cultural and Related Industries Classification (2018)” has 9 major categories, 43 subcategories, and 146 minor categories. The “National Tourism and Related Industries Statistical Classification (2018)” has 9 major categories, 27 subcategories, and 65 minor categories). Only by conducting specific and categorized impact studies can we elevate the dimensions and extract common laws.
Author | Xiao Jun Ge (Author of San Chuan Hui Cultural Industry, Researcher at San Chuan Hui Cultural Tourism Research Institute)
Editor | Shiguang
Editor | Bandao
Source | San Chuan Hui Cultural Industry (ID: schwhcy)
Entering a new era, with the rapid development of digital technology, artificial intelligence (AI) has become the focus of global attention. Since the debut of ChatGPT last year, it attracted over 100 million users within just two months, and its powerful capabilities have amazed people with the potential of AI. At the beginning of 2024, the new AI star, Sora’s text-to-video model, was launched, once again sparking global attention and discussion.
Sora, as a new generation AI product, inherits the strong genes of digital models such as ChatGPT and has achieved significant breakthroughs in the realm of “creative intelligence” technology. By utilizing deep learning and natural language processing technologies, it can understand creators’ intentions and needs and automatically generate videos and images that meet those requirements. Experts point out that Sora’s success not only represents progress in AI technology but also signals that AI will play an important role in more fields in the future.
To investigate the application and impact of Sora generative and other AI intelligent technologies in the cultural industry, this article attempts to explore nine major categories of the cultural industry according to China’s cultural and related industry classifications, and concludes that the impact of Sora technology on different cultural industries varies in magnitude and exhibits certain degrees of differentiation.
With continuous technological advancements, the news information service industry is undergoing profound changes. Sora can automatically generate high-quality video, image, and audio content, not only improving the production efficiency of news but also making information acquisition more efficient, real-time, and personalized.
First, it expands the innovation of integrated media services. Traditional newspapers rely on text and static images to convey information. By promoting the application of Sora’s intelligent technology in the integrated media field, readers can be provided with a more vivid and rich visual experience. For example, through video synthesis technology, newspapers can present important news events in the form of short videos, allowing readers to understand the events more intuitively. Additionally, by utilizing Sora’s image generation capabilities, dynamic illustrations or videos can be added to public account articles, enhancing their readability and appeal.
Second, it enhances the stickiness of broadcasting information. Broadcasting and television, as traditional news information dissemination channels, can easily solve a series of issues such as interviewing, shooting, production, and broadcasting through Sora technology. This helps television stations quickly produce high-quality news programs and achieve cross-platform, cross-media content distribution, increasing audience satisfaction and engagement. For news organizations, Sora’s video generation capabilities can create more lifelike AI anchors for real-time reporting and on-site interaction, promoting the quality improvement and efficiency enhancement of traditional broadcasting news services.
Third, it enhances the interactivity of internet information. The internet, as a new emerging news information dissemination channel, has high interactivity and real-time capabilities. The Sora technology can further improve the quality and efficiency of internet news information services. For example, through Sora’s video generation and synthesis technology, news websites can create more vivid and interesting news videos, attracting more user attention and shares. Meanwhile, by utilizing Sora’s image generation capabilities, news websites can also add dynamically generated images or GIF animations to articles, enhancing their visual effects and appeal.
Overall, Sora’s video generation, video synthesis, and image generation intelligent technologies provide the news information service industry with richer, more vivid visual experiences and more efficient, precise content production methods. These technologies will help improve the quality and efficiency of news information services to meet the growing demands of users. Meanwhile, it is also essential to be aware of the challenges and risks that these technologies may bring, such as the generation and dissemination of false information.
In the fields of literary creation, film production, animation and gaming, and music creation, the application potential and impact of Sora’s intelligent generation technology are immense. By deeply analyzing a large number of literary works, film scripts, and user feedback instructions, Sora technology can help creators solve problems related to video or image conception, optimize post-editing, production, and synthesis processes, and assist in improving creative efficiency and reducing production costs.
First, in film production and distribution, it enhances post-production efficiency: Traditional video post-production requires specialized skills and tools, while Sora’s video synthesis capabilities can automate the completion of editing, special effects, audio processing, and other post-production tasks, reducing the technical threshold and increasing production efficiency. At the same time, video synthesis capabilities can combine multiple video clips, images, and audio materials to create rich visual effects.
Second, in the animation and gaming industry, Sora can provide richer visual content creation means for the animation and gaming industry. By utilizing Sora, new game plots, characters, and other elements and content gameplay can be provided for game development, allowing creators to generate high-quality character models, scenes, and animation effects more efficiently, thereby enhancing the appeal and competitiveness of animation (animation) and gaming works.
Third, in literature and music creation, Sora’s intelligent generation model can utilize natural language processing technology to provide writers with creative inspiration, plot conception, and other support, helping writers to create more efficiently. In music creation assistance, Sora can automatically generate melodies, lyrics, and other musical elements through deep learning, providing new possibilities for music creation, enriching the styles and forms of musical works.
It is worth noting that while Sora has significant advantages in content creation, we should not overlook the challenges it may bring. For example, excessive reliance on technology may weaken the creativity of creators, or users may become overly dependent on personalized recommendations and neglect other excellent works. Therefore, when utilizing Sora technology, it is essential to leverage its advantages while also focusing on protecting the independence of creators and the diverse needs of users.
The creative design industry is an important component of the cultural industry, and the emergence of Sora text-to-video has also propelled the arrival of the “creative intelligence” era. Currently, with the deep integration of culture and technology, artificial intelligence technology is no longer just an auxiliary tool, but is becoming an important force in generating and realizing creativity. This intelligent generation model not only improves the efficiency and quality of creative design but also provides strong intellectual support for advertising creativity, graphic design, clothing design, and other industries.
First, it inspires new creative design ideas. In the design creativity field, Sora technology can not only generate composite videos and images according to designers’ instructions, reducing the physical workload of designers, but it can also provide creative inspiration. Designers can draw creative elements and ideas from the generated creative videos and images and optimize their creative designs multiple times. Additionally, Sora technology can achieve interactivity and dynamism in design works, providing users with a richer and more immersive experience.
Second, it aids personalized advertising customization services. Traditional advertising production processes are often time-consuming and costly, while the introduction of Sora technology has brought unprecedented convenience and efficiency to advertising production. Its video generation and synthesis capabilities make the production of advertising creativity effortless, allowing designers to quickly transform ideas into vivid visual content. Notably, Sora technology can also provide personalized customization for advertisements based on user psychological needs (language instructions), significantly increasing the targeting and conversion rates of advertisements.
Moreover, Sora’s intelligent generation technology has also allowed cultural products to no longer be limited to traditional physical forms, promoting their development towards digitalization and virtualization through image synthesis and generation capabilities. For example, new forms of cultural products based on blockchain technology, such as digital artworks and NFTs (non-fungible tokens), are emerging, bringing broader markets and development space to the cultural industry.
Traditional cultural communication mainly includes channels such as publication distribution, broadcasting and television program transmission, broadcasting and film distribution and screening, artistic performances, internet cultural entertainment platforms, art auction and agency, and handicraft sales. However, with the emergence of Sora’s video generation, video synthesis, and image generation core functionalities, these intelligent technologies will have profound and multidimensional impacts on the traditional cultural communication industry.
First, it effectively expands broadcasting communication channels. Sora’s video generation capabilities can accurately understand and interpret the text descriptions inputted by users, capturing key information and intentions, and then automatically generating video content that meets the description requirements. Whether it is scenes or details, Sora can present effects similar to real images. At the same time, Sora can combine natural language processing technology with video generation technology, providing users with a new way of creation. This innovative technological revolution makes video creation simpler and more intuitive, offering creators more possibilities and bringing revolutionary changes to broadcasting communication.
Second, it effectively promotes cultural exchange and communication. Sora’s video generation and synthesis capabilities can easily integrate different cultural elements to create video works with cross-cultural characteristics. For example, making a documentary about cultural exchanges between the East and West can utilize Sora technology to seamlessly connect historical scenes, character stories, festival celebrations, etc., allowing viewers to appreciate the charm of different cultures. Moreover, Sora can integrate advanced machine translation technology to provide real-time translated subtitles for video content, facilitating better understanding and acceptance of different cultural content by audiences from various countries.
Third, it promotes the integrated development of artistic performances. Sora can help creators combine traditional culture with modern culture, innovating artistic performance forms that have both traditional charm and modern sensibility. For instance, Sora can integrate different artistic expression methods, such as combining the performance form of drama with the filming techniques of movies, or merging the narrative style of literary works with the expressive methods of musicals, creating richer and more diverse artistic forms. These functionalities are particularly beneficial for the adaptation and secondary innovation of traditional plays, playing a significant role in promoting the inheritance and development of cultural arts.
Cultural investment operations mainly include: cultural investment and asset management, operational management (cultural enterprise headquarters management, cultural industry park management). With the emergence of Sora’s video generation, video synthesis, and image generation core functionalities, it will also have profound impacts on the cultural investment operations industry.
First, it helps enhance investment attractiveness. In cultural investment operations, it is crucial to showcase the unique charm and potential value of projects to potential investors. Sora’s video and image generation (synthesis) capabilities can produce high-quality, multidimensional project promotional videos, presenting the core values, creative highlights, and market potential of cultural projects in an intuitive and vivid manner. This intuitive presentation method can significantly enhance investors’ awareness and interest in projects, thereby increasing their willingness to invest.
Second, it helps expand market marketing. Sora can create marketing content that resonates with both local market tastes and international audiences through video synthesis and image generation technologies, promoting the global dissemination and sales of cultural products. This helps cultural investment operation projects expand into international markets and enhance brand awareness. In addition, Sora technology also supports the generation of creative and appealing image materials, enabling operators to promote across various channels such as social media and advertising platforms, attracting more potential audiences.
Third, it aids in project financing. In a fiercely competitive market, obtaining support from local governments and financial institutions is crucial. Therefore, a successful project introduction video can not only showcase the project’s development prospects and investment value but also convey the operator’s professional capabilities and market insights, thereby winning high recognition from local governments and financial policy support, accelerating the financing process of related projects and pushing operational projects to achieve market expectations sooner.
In summary, Sora’s video and image generation (synthesis) functionalities play an important role in cultural investment operations. By intuitively showcasing project values, highlighting project characteristics, enhancing investor confidence, and facilitating rapid project financing, Sora helps enhance the attractiveness of cultural investment operation projects and provides strong support for the successful implementation of projects.
The cultural entertainment leisure service industry encompasses various fields, including cultural entertainment services, scenic area tour services, and leisure sightseeing services. Sora’s video generation, video synthesis, and image generation intelligent technologies have vast potential applications in the cultural entertainment leisure service industry, significantly enriching service content, enhancing user experience, and promoting innovation and development in the industry.
First, it helps enhance the experience of cultural entertainment. Sora’s video generation technology can create highly realistic virtual scenes, providing users with immersive virtual reality (VR) and augmented reality (AR) experiences. For instance, in scenic area tour services, Sora’s video generation technology can create interactive storylines for visitors, increasing their sense of participation and immersion. This interactive storytelling method has broad application prospects in various cultural entertainment activities.
Second, it adds value to scenic area tours. Sora’s video generation, video synthesis, and image generation intelligent technologies can help tourism scenic areas drive secondary consumption from visitors. For example, scenic area operating companies can use Sora’s video synthesis technology to customize personalized travel videos, incorporating users’ personal images, tour projects, and experiences into the videos, creating personalized travel MVs and commemorative videos, thus enhancing entertainment and commemorative value.
Third, it helps expand new business forms in cultural entertainment. In the cultural entertainment field, personalization has always been an important trend. Sora’s image generation technology has certain application potential in cultural entertainment leisure services. For example, relevant cultural enterprises can use Sora’s image generation technology to customize personalized avatars, emojis, and promotional posters for users to share and interact on social media. This personalized expression method can enhance users’ social interaction enjoyment and promote communication and sharing among users.
In summary, Sora’s image generation technology has broad application potential and market prospects in the cultural entertainment leisure service field. By customizing personalized content, innovating social interaction methods, enhancing user participation and engagement, promoting cross-border cooperation and innovation, and improving brand image and marketing effectiveness, Sora helps expand new business forms in cultural entertainment, driving innovation and development across the entire industry.
Cultural auxiliary production and intermediary services mainly include cultural auxiliary product manufacturing, printing and copying services, copyright services, conference and exhibition services, cultural brokerage agency services, cultural equipment (supplies) rental services, and cultural research training services. With the continuous maturation of AI technology applications like Sora, the future impact on cultural auxiliary production and intermediary services is also evident.
First, it accelerates the iteration of cultural auxiliary products. Sora’s video generation and synthesis technology not only reshapes traditional product design processes but also brings unprecedented efficiency to production. Designers can quickly transform ideas into realistic 3D models using Sora’s video generation capabilities, preview and adjust design structures in real-time, thus accelerating the design iteration process. Designers no longer need to wait for lengthy production cycles or rely on physical prototypes for evaluation and improvement but can make quick decisions and adjustments through immediate visual feedback.
Second, it supports cultural research training services. Sora’s video generation and synthesis technology can provide innovative means for showcasing research achievements and producing training videos, allowing research results to be presented to the public and researchers in a more intuitive and understandable manner, promoting the dissemination and promotion of research achievements. Meanwhile, high-quality training videos offer cultural research practitioners efficient and convenient training methods, enhancing their professional competence and skill levels.
Third, it improves the quality of printing and copying services. Sora also has the ability to restore, generate, and synthesize images, capable of producing different sizes with a maximum resolution of 2048×2048. This capability could make Sora a creative tool for the traditional printing and copying service industry, driving the transformation and upgrade of traditional industries. For example, printing and copying businesses can easily print high-precision printed materials according to user needs, significantly enhancing both color accuracy and personalized design.
Additionally, in the application of conference and exhibition services, Sora’s intelligent technology can create new modes for virtual exhibitions, bringing more fun and attraction to meetings and exhibitions. For cultural brokerage agency services, video generation and synthesis technology provides strong support for promotional material production and customer relationship management.
China’s cultural equipment manufacturing industry mainly includes the manufacturing and sales of printing equipment, broadcasting television film equipment, recording equipment, performing arts equipment, amusement equipment, musical instruments, and other subfields. With the emergence of Sora’s video generation, video synthesis, and image generation intelligent technologies, it will undoubtedly have a significant impact on the traditional cultural equipment manufacturing industry.
First, in the field of broadcasting television film equipment manufacturing, Sora technology provides strong support for content production, special effects processing, and scene synthesis, significantly improving production efficiency and quality. For example, Sora supports various video synthesis technologies, including extended video, video-to-video editing (replacing scenes in videos), and seamlessly connecting two videos. These capabilities greatly expand Sora’s applicability, reducing the threshold for video post-processing and dependence on traditional equipment, impacting the broadcasting television film equipment manufacturing sector.
Second, in the field of recording equipment manufacturing, it also benefits from Sora’s intelligent functionalities. Through Sora’s video and image generation technologies, in addition to generating high-quality images and videos, recording equipment will also expand into thermal imaging and air imaging functionalities to meet the diverse application needs of cultural tourism scenarios. For instance, Huawei plans to launch a leading, innovative, and disruptive product this year, which is said to be an aerial imaging product capable of achieving aerial imaging interactions without any medium.
Third, in the field of performing arts equipment manufacturing, Sora technology brings rich innovations to stage effects and interactive experiences. Through video synthesis and projection technologies, performing arts equipment can create stunning visual effects, enhancing stage expressiveness. Intelligent algorithms make interactions between actors and virtual characters more natural and fluid, providing audiences with a more immersive performance experience. This means that future performing arts equipment will increasingly rely on artificial intelligence technology, driving innovation and development in the performing arts industry.
Additionally, the amusement equipment manufacturing field has also welcomed the infusion of Sora technology. Intelligent technology adds more interactive elements and creative game designs to amusement equipment, making the gaming experience more intelligent and personalized. Through video generation and synthesis technologies, amusement equipment can create realistic virtual gaming scenarios, providing visitors with more exciting and enjoyable experiences.
With the rapid development of Sora’s video generation, video synthesis, and image generation intelligent technologies, the cultural consumption terminal production industry is facing tremendous transformative opportunities. This industry encompasses the manufacturing of stationery, ink, toys, festive supplies, and information service terminals, directly related to people’s daily lives and cultural entertainment needs.
First, in the application of stationery and ink manufacturing, Sora technology can help design more intelligent and personalized stationery products. Through video synthesis and image generation technologies, designers can quickly generate multiple design options, providing customers with richer choices. Meanwhile, benefiting from Sora’s intelligent image processing technology, more unique and creative ink products can be designed, enhancing the market competitiveness of the products.
Second, in the toy manufacturing industry, AI technologies like Sora can support rapid design and manufacturing of toys through 3D printing and rapid prototyping technologies. Designers can quickly generate three-dimensional models of toys using software and rapidly print them out using 3D printers. This not only shortens the product development cycle but also reduces costs. Moreover, AI technology can promote the intelligence and interactivity of toys, stimulating children’s creativity and imagination through technologies like voice recognition and motion sensing.
Third, in the field of wearable smart cultural devices manufacturing, with the rise of wearable smart devices, consumers’ demands for visual experiences are also increasing. In this context, Sora’s powerful video processing capabilities are particularly crucial. Sora technology, through its advanced video generation, video synthesis, and image generation functionalities, allows consumers to have immersive experiences whether watching movies, TV shows, or playing games, enjoying high-quality visual feasts.
In summary, Sora’s video generation, video synthesis, and image generation intelligent technologies have immense potential applications and possibilities in the cultural consumption terminal production industry. By applying these technologies in stationery manufacturing, ink manufacturing, toy manufacturing, festive supplies manufacturing, and information service terminal manufacturing, these industries can drive innovation and development, meet the growing cultural entertainment needs of people, and bring more color and fun to people’s lives.
In summary, although the application scope and impact degree of Sora generative and other AI intelligent technologies in nine major cultural industries vary, their impact on the modern cultural industry system is comprehensive. More importantly, AI intelligent technology plays an indispensable role in promoting the digital and intelligent transformation of the cultural industry, facilitating collaborative cooperation along the industrial chain, and enhancing the competitiveness and innovation capabilities of the entire industry.
Facing opportunities and challenges, local governments and cultural tourism enterprises need to strengthen technological research and innovation, continuously enhance the exploration and practice of AI technology applications in the cultural field, and push the cultural industry towards a more intelligent, personalized, and innovative direction. At the same time, they should also strengthen the ethical and legal construction of enterprise technology to ensure the legality and compliance of technology applications.
In conclusion, the launch of Sora once again proves the immense potential and impact of generative AI in the cultural industry. With the continuous development and application expansion of digital intelligence technology, we have reason to believe that AI will play an increasingly important role in constructing the modern cultural industry system, bringing more rich and colorful cultural experiences to humanity.
