It\u2019s been a big few days for AI video. Meta launched its Vibes feed. OpenAI released the Sora app. Together, they preview a future of social media built on machine-made, perfectly personalized content.\u00a0<\/p>\n
The takes came fast. Tech pundits weighed in, creators voiced concerns and cultural critics cried dystopia.\u00a0<\/p>\n
Marketers, for once, didn\u2019t jump in. But they didn\u2019t ignore it either, They\u2019re curious, cautious and conflicted. Vibes and Sora clearly mark a shift in attention. But with every leap forward comes more complexity: fragmented platforms, blurred lines of control, and an open question \u2014 what even counts as \u201ccontent\u201d now?\u00a0<\/p>\n
Here\u2019s how marketers are responding:\u00a0<\/p>\n
It\u2019s making marketers nervous:\u00a0The worry, even among marketers, is that these tools aren\u2019t ushering in a new creative renaissance \u2014 they\u2019re accelerating a race to the bottom. Volume over value. Engagement over a meaning. A feed full of something that looks like content but isn\u2019t saying much at all.<\/p>\n
\u201cThe biggest fear isn\u2019t the tech, it\u2019s what happens when production costs collapse and content floods the market,\u201d said Craig Elimeliah, chief creative officer at Code and Theory. \u201cThe real client questions are: How do we protect taste? How do we protect trust? How do we avoid drowning in a sea of sameness?\u201d<\/p>\n
Call it what it is: slop: That\u2019s the subtext humming beneath all the excitement around Meta\u2019s Vibes and OpenAI\u2019s Sora. For every breathless post about the future of creativity, there\u2019s a quiet resignation setting in \u2014 that this is what the internet has become. Not content. Not storytelling. Just an infinite stream of AI-generated video engineered to keep people swiping, eyes glazed, attention monetized.<\/p>\n
Or as Jon Williams, CEO of the Liberty Guild, put it: \u201cI\u2019m sure my clients haven\u2019t had time to react and form an opinion. Which is half of the problem: evolution is so fast it feels like a revolution every week or so. Being bathed in a never ending stream of hyper personalized synthetic content would have me reaching for the eject button personally \u2014\u00a0let\u2019s not kill serendipity and happenstance please.\u201d<\/p>\n
This is the future of social media: These feeds are what the future of social media looks like, whether anyone\u2019s ready for it or not. For the full breakdown, read Digiday\u2019s Tim Peterson, who unpacks what the Vibes launch signals. But here\u2019s the short version: the world is moving from the social graph to the synthetic scroll. Whether brands belong in these places \u2014 or how they even show up \u2014 is still an open question. But the broader shift is hard to ignore.\u00a0<\/p>\n
\u201cWith tools like Meta\u2019s Vibes tab and OpenAI\u2019s Sora feed, we\u2019re seeing something profound: high-quality, on-demand video created by anyone, anywhere, in seconds,\u201d said Wayne Deakin, independent creative director. \u201cIdeas once locked in imagination are becoming moving images, instantly.\u201d<\/p>\n
This is the future of brand safety and misinformation: Yes, the world is on the edge of a new creative era, but it comes with a familiar undercurrent: scale first, safeguards later. As AI-generated AI video floods platforms, the risks around misinformation, deepfakes and context collapse grows. In just days, Sora users have generated everything from Tupac Shakur to Pikachu \u2014 no rights, no permissions, no oversight. For marketers, the promise of reach comes with a new kind of exposure, and fewer guarantees about where and how a brand shows up.<\/p>\n
\u201cThe smartest teams see AI video as more than just a shiny new creative toy,\u201d said Tammy H. Nam, CEO of AI agency Creatopy. \u201cThey\u2019re treating it as the front door to a bigger transformation in how campaigns are built and run. We\u2019re heading toward a world where marketing systems operate continuously \u2014 adapting and optimizing in real time \u2014 and AI sits at the center of that engine.\u201d\u00a0<\/p>\n
There\u2019s no clear playbook for what comes next: Social media 3.0 is arriving faster than most marketers can process, and the usual frameworks \u2014 reach, engagement and distribution \u2014 are already starting to feel outdated. What\u2019s emerging instead is a shift in posture. The line between brand content, creator content and user content is eroding into a single, generative ecosystem. As Elimeliah explained: \u201cWe\u2019re building AI native creative supply chains where every asset is alive, remixable and strategically connected. Growth is going to come from coherence, not volume. AI video will change social media the way the camera on our phones did.\u201d<\/p>\n
Creativity is being reshaped \u2014 codified, compressed and in some cases warped beyond recognition: the rise of AI video comes as marketers and platforms accelerate the automation of the creative process. Everyone\u2019s chasing efficiency. But the tradeoffs are becoming harder to ignore.\u00a0<\/p>\n
\u201cThere will be instances when automation makes total sense e.g. there is no compromise or it\u2019s at an acceptable level,\u201d said Anthony Freedman, CEO of marketing services group Common Interest. \u201cThere will be other cases when something that takes more time and costs more money but benefits from the artisanal approach will be worthwhile and better deliver on objectives.\u201d\u00a0<\/p>\n
As with any wave of tech disruption, the initial turbulence is expected. Over time, the market will settle into a hybrid model \u2014 some blend of human ingenuity and machine speed, said Freedman. But how that balance plays out will vary by brand, audience and context, he added.\u00a0<\/p>\n
Do brands still matter? That\u2019s the question circling every conversation right now, and more often than not, the answer is yes. Maybe even more than before. Deakin said it bluntly: \u201cAI won\u2019t replace brands. It will reveal them.\u201d\u00a0<\/p>\n
Because technology doesn\u2019t build great brands. Vision does.\u00a0<\/p>\n
\u201cI\u2019ve been lucky to help build brands that last the test of time and lead categories and it\u2019s essential that you understand how the foundations of your brand are going to show up in this new landscape,\u201d continued Deakin. \u201cGoing by old playbooks just won\u2019t cut it anymore. Your foundation glues everything together and your distinctive assets help signal it\u2019s really from you.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"It\u2019s been a big few days for AI video. Meta launched its Vibes feed. OpenAI released the Sora…\n","protected":false},"author":2,"featured_media":185785,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[554,733,4308,64988,86,56,54,55],"class_list":["post-185784","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artificial-intelligence","tag-ai","tag-artificial-intelligence","tag-artificialintelligence","tag-miqtpairevolution","tag-technology","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/185784","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=185784"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/185784\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/185785"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=185784"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=185784"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=185784"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}