OpenAI Killed Sora. Creatives Had Already Moved On

OpenAI shut down its video generation platform Sora earlier this week, less than a year after its debut. The move comes after many creative professionals had already shifted to alternative tools. Tim McCraken, senior vice president of creative and AI at BarkleyOKRP, told Adweek the agency had already moved on to other tools that better fit the way its creative teams work. McCraken said that while Sora showed huge promise, it did not really match up with the agency's workflows. The shift reflects a broader trend in the creative industry toward redefining where AI video adds value, moving away from pure generation and toward supporting the broader production process.