ai’s tornado: sora 2 and the looming end of analogue creativity - by Mat Keys

In 2023, I read an article by John Nosta titled ‘Brace for Cognitive Impact From Artifical Intelligence’. It warned of an “imminent cognitive tornado” from artificial intelligence.

His argument was simple: humanity may be experienced at absorbing new technology, but it is unprepared for the exponential shock of AI.

I find myself thinking about this article more and more often.

Two years on, that tornado is here. The pace of progress is extraordinary. Every week brings new models, new image generators, new tools. Organisations are scrambling to adopt one wave of technology before the next arrives.

The latest example is Sora 2, OpenAI’s new generative video system. Its clips range from absurd to astonishing. Some are clearly synthetic. Others are becoming indistinguishable from human productions.

It is funny to see memes and parodies appear within hours, but beneath the humour sits a sobering truth: video generation has changed. It has crossed a threshold.

The implications are brutal and far reaching.

A director could sit with a laptop, prompt an LLM for storyboards, feed them into generative AI, and output feature-quality film.

What happens to actors, crews, scriptwriters, set designers, location scouts, or stunt teams when an entire production can be generated?

A data-centres may replace the entire film industry.

But the impact won’t stop with film and television.

Generative video is already being used to create fake CCTV clips and hyper-realistic deepfakes. The implications are profound. We are entering an age where we can no longer take video as fact. Trust in what we see will erode - with consequences for justice, security, and politics.

Labour is already shifting. White-collar efficiency gains are visible wherever AI tools are successfully embedded. Job descriptions are evolving or disappearing. Creative work - once considered immune - is directly in the blast zone.

The bigger picture is clear. As we edge towards AGI and beyond, the shocks will intensify.

Societies, markets, and individuals will struggle to adapt. How can any of us be prepared for the scope of change ahead?

So what do we do? Celebrate the marvels, yes. But also confront the consequences. Industries will be remade. Skills once central will be obsolete. The definition of human creativity itself is in play.

Another consequence is scale. The glut of AI-generated video will flood platforms with synthetic content. Social media and entertainment ecosystems will be reshaped by an endless wave of clips, blurring the line between creative expression and algorithmic noise. The sheer volume will change what we consume, how we discover it, and what we choose to believe.

The question is not whether AI will reshape how we work, trade, and tell stories. That much is certain. The question is how quickly we can recalibrate our assumptions before the tornado pulls us under.

editor’s note
this article is a personal perspective piece. it reflects current observations and opinions on the pace of ai change. it is not intended as advice or guidance for organisations, but as commentary to spark reflection and conversation.