The chaotic future of AI video. Clickbait was just the start — ‘watchbait’ is coming
FORTUNE
As I’ve been playing around with OpenAI’s new model, I feel more confident than ever that the next two years of the internet will be weird, creative, sloppy, and brilliant, all at once. It’ll force a reset on how brands, employees, and customers think about what makes a video good.
With powerful video models now available to anyone with a browser, the internet will soon flood with high-volume, high-intensity clips engineered for shock, irony, or dopamine. It’ll be entertaining—and exhausting—to tell what’s filmed and what’s synthesized.
But once the novelty fades, no one will care how a video was made. Every media shift goes through this cycle. Painters debated cameras. Print debated digital. Provenance debates burn hot, then cool, as audiences standardize on value. Was it worth my time? Did I learn something? Did it help me decide faster? We’ll stop caring if a video came from an iPhone or a GPU, except for select formats like news or sports.
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