The news of the weekend is Sora’s closure. What was once the platform of the hype Regarding video creation, he says goodbye, leaving agreements behind millionaires with giants like DisneyOpenAI’s promise to be one of the big players in text to video, and doubts about the company’s strategy.
The bet on hype. For some time now, OpenAI’s strategy has been to create hype, be the protagonist in the conversation, and wait for the user to assimilate its proposal. The problem? It is a strategy that worked in its initial phases, when OpenAI played practically alone.
We saw it with Sora: the launch was the most talked about on networks, television and practically all media. Months after its launch, there was no way to use the app without VPN outside the United States (and in a very controlled way through its app in countries such as Canada, Japan, Korea or Vietnam) and was still in the experimental phase.
The closure. Sora hasn’t lasted even two years. It was born in February 2024 and says goodbye in March 2026. What was born as the reference model for video creation remained a half-baked experiment, while Chinese giants or Google itself with their models I see They advanced and landed their models on the plane that really matters: the one that allows the average user to access it.
The competition tightens. OpenAI promised them happiness two years ago, when ChatGPT had hardly any rivals and companies like Anthropic were in their early product stages. But photography has changed in just a few months:
- Claude is becoming, with almost daily iterations, the most complete chatbot (it is already much more than that).
- Gemini has been starting to eat his toast for a year.
- China is absolutely unleashed launching spectacular video models like Seedance 2.0.
- AI solutions are no longer promises and hype: they are rapid and controlled launches, integrated into platforms that any average user can access.
If you don’t integrate, you don’t win. Seedance 2.0 has not even been running for three months and already It is beginning to be integrated into editing programs such as CapCut. AIs like KlingAI have been integrated into gigantic platforms like HighsfieldAI for months. Releases that materialize a few days after seeing the light, and that lay tangible foundations for the state of AI in text to video.
OpenAI assumed that a minority of professionals would be willing to pay for the more expensive versions of GPT to access Sora. The reality: the competition is managing to create much superior mass-use tools, and OpenAI cannot afford tools like Sora.
The money is on the other side. Sam Altman need to redefine the strategy. For the moment, he wants double the company’s workforcecenter everything in one superapp that reduces catalog and he has his eyes on Spud. This is the name given internally to the next great AI model they are preparing, one aimed at making OpenAI finally a profitable company.
After years without a fixed direction, and with its rivals eating its toast, OpenAI faces its most complex stage: one in which selling hype is not enough.
In Xataka | Sora’s closure is a sign: OpenAI takes a step back in the AI race to completely recalibrate
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