The year 2024 saw significant advancement in AI video generation, with models like Google DeepMind's Veo 2, Pika 2.0, Luma AI's Ray2 and OpenAI's Sora demonstrating impressive capabilities. While the film and TV industries remain cautious due to legal uncertainties and data provenance issues, AI companies are actively pitching their technology to studios. Sources suggest that video generation is rapidly improving, but challenges remain in areas like realism, controllability, and ethical considerations.
AI video generation advanced in 2024, led by OpenAI, Google DeepMind, Runway and several Chinese developers
AI companies are still actively pitching Hollywood studios and demoing their respective generative video tech. Sources to VIP+ agreed that video generation was getting very good but remain unclear on exactly how, and even if, these models can yet be used effectively in film and TV content production.
“We’re still in the early days of understanding what a good model is. It’s quite possible that when we made it ready for scale, it did lose some quality in certain areas. But it’s not scientific right now in terms of how we really measure that. We can user preferences,” OpenAI’s Sora product lead Rohan Sahai told VIP+.
Filmmaker sources remarked on their sense that AI companies, particularly Runway and Google DeepMind, have sincerely listened to their feedback, and they were seeing it prove out in the models and features designed to serve needs they had specified. All video models still hallucinate. Motion in generative AI video often tends to look unrealistic and feel constrained or uncanny. Even the most advanced models fail to accurately replicate the physical dynamics of bodies in complex motion, such as walk or run cycles, martial arts, gymnastics or basketball, and misjudge the weight of the world .
“We generate 10, 20, 30, 40 different videos just to get one that moves correctly and doesn’t have any weirdness,” said Secret Level’s Zada. “The magic would be I only have to ask once or twice, not 50 times, for the right thing.”
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