Sure, the clips you see in demo reels are cherry-picked to showcase a company’s models at the top of their game. But with the technology in the hands of more users than ever before—Sora and Veo 3 are available in the ChatGPT and Gemini apps for paying subscribers—even the most casual filmmaker can now knock out something remarkable.
The downside is that creators are competing with AI slop, and social media feeds are filling up with faked news footage. Video generation also uses up a huge amount of energy, many times more than text or image generation.
With AI-generated videos everywhere, let's take a moment to talk about the tech that makes them work.
How do you generate a video?
Let’s assume you’re a casual user. There are now a range of high-end tools that allow pro video makers to insert video generation models into their workflows. But most people will use this technology in an app or via a website. You know the drill: “Hey, Gemini, make me a video of a unicorn eating spaghetti. Now make its horn take off like a rocket.” What you get back will be hit or miss, and you’ll typically need to ask the model to take another pass or 10 before you get more or less what you wanted.