Mingda Zhao

This study explores the potential applications of Sora, a generative AI model introduced by OpenAI, and its challenges in advertisement communication.Sora, an advanced generative AI model, is capable of generating highly realistic and complex video content based on simple textual cues. This capability not only greatly enhances the customisation of advertisement content and the immersive experience of narratives, but also brings unprecedented flexibility and unlimited creative possibilities to the advertisement production process. Further, the Sora model also provides technical support for exploring new advertising communication strategies, heralding a new era of personalised and interactive advertising. However, in the face of technological innovation, the industry also needs to address the issues of content authenticity, professional skills transformation and legal and ethical challenges. The study suggests that the advertising industry needs to set new standards and encourage interdisciplinary research to promote the healthy development of artificial intelligence in advertising communication.

artificial intelligence; Sora; advertising communication; advertising effectiveness

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