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OpenAI introduces text-to-video model Sora

Today OpenAI introduced Sora, their impressive text-to-video model. With Sora, you can very easily generate videos up to a minute long based on a text instruction you provide as a user. 

See below an example of a video created from the text instruction:

"A litter of golden retriever puppies playing in the snow. Their heads pop out of the snow, covered in."

Or how about this one:

'Beautiful, snowy Tokyo city is bustling. The camera moves through the bustling city street, following several people enjoying the beautiful snowy weather and shopping at nearby stalls. Gorgeous sakura petals are flying through the wind along with snowflakes.' 

Sora is able to generate complex scenes with multiple characters, specific types of movements and accurate details of the subject and background. The model understands not only what the user has requested in the prompt, but also how those things exist in the physical world.

The model has a deep understanding of language, enabling it to accurately interpret prompts and generate compelling characters that express vivid emotions. Sora can also create multiple shots within a single generated video that accurately preserve characters and visual style.

Sora was only made available to a select group of users yesterday, but is being rolled out incrementally. 

See more video previews and information about Sora here.

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Prepare for a 'Searchquake'

Recent research from BrightEdge shows that Google's Search Generative Experience (SGE) is going to fundamentally change the way we search, a "Searchquake" in the digital world! It is critical that companies prepare for the impact SGE will have on brand visibility and customer behavior.

SGE allows you to perform searches more efficiently by instantly providing comprehensive answers, reducing the need for multiple searches and clicking through to websites. In this regard, AI acts as a bridge between your content and the Google user.

For example, we are going to see that AI can simulate a complete shopping experience, guiding visitors step by step without requiring them to leave the search engine.

The rise of zero-click experiences has far-reaching implications for search behavior and Google ads.

The study shows that 84% of Google searches will be affected by SGE and that the healthcare, e-commerce and B2B technology sectors will be most affected. 

SGE makes the visibility of Web sites in search results more complex, which can lead to a decrease in the number of visitors to your Web site through search engines. However, the visitors you still attract may be more valuable and engaged.

The shift to SGE is not just Google's next algorithmic change. It is the most significant search engine change ever and represents a profound change that will affect every industry, every business and every marketer.

It is essential that you adjust your SEO strategy and website experience accordingly. To prepare for SGE, here are some action items:

  1. Strengthen E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness):
    • Expertise: Show that the content on your website was created by people with in-depth knowledge of the topic. For example, share extensive biographies of authors and relevant qualifications. 
    • Experience: Share evidence of practical and relevant experience, such as case studies or customer stories.
    • Authoritativeness: Gain authority through recognition from leading websites and achieving certain certifications or standards.
    • Trustworthiness: Secure your website, be transparent in communication and collect positive reviews.
  2. Optimize for conversational search and long-tail keywords:
    • Use natural colloquialisms in your content.
    • Anticipate literal questions from your audience and integrate them into your content.
    • Write in the second person to create a personal dialogue.
    • Enrich your content with storytelling and interactive elements such as chatbots.
    • Be clear and concise in your message.
  3. Integrate multimedia content:
    • Use videos, podcasts and infographics to make answers more lively.
  4. Analyze search intent:
    • Track how search intentions change and adjust your content strategy accordingly.
  5. Build your online reputation:
    • Collect customer reviews and mentions in leading publications.
  6. Provide contextual relevance:
    • Create in-depth and informative content that not only answers questions, but also understands the broader context.
  7. Stay flexible:
    • Be prepared to adapt your strategies to the rapidly evolving digital marketing world.

By applying these recommendations, you will ensure that your SEO strategy and website experience are ready for the future of search with SGE, and provide a more valuable experience to your visitors.

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Google launches Gemini Advanced and replaces Bard

Google yesterday launched their most advanced Ultra language model under the name Gemini Advanced. In addition, they changed the name Bard to Gemini.

What is Gemini Advanced and what are the initial experiences?

Gemini Advanced

Gemini Advanced provides access to Google's most powerful AI model: Ultra 1.0. With this, it offers many more capabilities on highly complex tasks including:

  • Programming
  • Logical reasoning
  • Following nuanced instructions
  • Creative collaboration

In addition, Gemini Advanced offers the ability to upload files, documents, data and more for deeper analysis. And it integpricing with Google apps such as Gmail, Maps and YouTube. You can communicate with Gemini via text, your voice or images.

Google indicates that Gemini Advanced will continue to expand in the coming months with new and exclusive features, such as increased context length, expanded multimodal capabilities, and even better programming features.

A Gemini app has also been launched, however it is not yet available in the Netherlands. The browser version is available in the Netherlands though, which you can use to test Gemini Advanced right now. However, it seems that we cannot use the optimized version at this time. Google also indicates that Ultra 1.0 is only available and optimized for English, but can answer in the other languages such as Dutch.

My initial test results showed that Gemini Advanced is not currently equivalent to ChatGPT4.

The first test was a question about current events. 

Here Gemini failed completely, while ChatGPT-4 gave an accurate answer. 

During testing, I was sitting on the couch and took a picture of 2 tennis balls lying next to me and put there by our dog. To use this to test recognizing and giving context to an image. See below the response of Gemini Advanced versus GPT4.

n this example, a clear difference can also be seen between Gemini Advanced and ChatGPT-4, where the latter (except for text recognition), recognizes the context of the image very well and Gemini has very limited success in this. 🤨

A follow-up question to test the contextual power of both tools was "how do you think those balls got on the bench?

Again, ChatGPT-4 gives a very correct answer, where Gemini's answer is very general. 

A subsequent test with an image gave similar results and clearly shows the current quality difference between Gemini Advanced and ChatGPT-4.

Fortunately, Gemini itself also states "I'm still in the midst of development, so it's possible I haven't seen everything shown in the image." but it's clear that Gemini still has quite a few strokes to make, which I'm sure will happen in the near future. 

In any case, it is definitely worthwhile to go test Gemini and experiment what it can already do and repeat this regularly. You can test Gemini Advanced for free for 2 months now, after that the cost is Euro 21.99 per month per user. 

Take a leap forward in your marketing AI transformation every week

Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business, "Marketing AI Friday" is your weekly guide.

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