OpenAI has launched Sora, its AI-powered video generation tool, and GPT-4.5, its latest and most advanced language model, in the UK, marking a major leap in artificial intelligence technology and sparking debate across creative and technological industries.
What is Sora and Why Has It Only Just Arrived in the UK?
Sora is OpenAI’s revolutionary text-to-video generator that can create up to 20-second-long, 1080p resolution videos from simple text prompts. It can also work with existing footage to extend, remix, or blend clips into new creations. The tool has been available in other regions since December 2024 but was withheld from the UK and Europe due to regulatory concerns around AI-generated content, data privacy, and intellectual property rights. Now, after adjustments to comply with local laws, OpenAI has finally made Sora available to UK users from 28 February 2025.
Who is Sora Aimed At and How Can You Get It?
Sora is aimed at digital creators, filmmakers, advertisers, and even casual users looking to experiment with AI-generated video content. It is currently available exclusively to ChatGPT Plus and Pro users. The Plus plan, at $20 per month, allows limited video generation, while the Pro plan, at $200 per month, provides significantly higher resolution and longer-duration videos. OpenAI has also promised future pricing plans for different levels of users.
Sora’s Features and Capabilities
Sora offers a range of tools that make AI-powered video creation both intuitive and highly customisable. These include:
Remix – Remove or reimagine specific elements in an existing video.
Re-cut – Extend frames to complete a scene.
Storyboard – Arrange and edit video sequences on a timeline.
Loop – Trim and create seamlessly repeating videos.
Blend – Merge two videos into one smooth clip.
Style Presets – Apply distinctive styles like ‘film noir’ or ‘papercraft’ to generated videos.
Sora says that these and other features mean that creators can develop unique video content quickly, without the need for complex editing software or extensive production teams.
Sora’s Impact on the Film, TV, and Advertising Industries
Sora appears to be poised to disrupt traditional content production. For example, by reducing the need for physical sets, location shoots, and expensive post-production work, the tool presents a more cost-effective and accessible alternative. Tyler Perry, a leading figure in the US film industry, has already expressed concerns about AI’s impact on traditional filmmaking, citing Sora’s potential to replace entire studio sets with AI-generated scenes.
It’s no surprise, therefore, that advertising agencies have been quick to adopt AI-generated content, with major brands such as Coca-Cola using AI to create full advertisements. David Jones, CEO of Brandtech Group, has described the shift as a “tectonic disruption” in marketing, comparing it to the digital photography revolution that made companies like Kodak obsolete.
Criticism and Ethical Concerns
Despite its impressive capabilities, Sora has drawn some criticism, particularly around copyright issues. For example, many artists and filmmakers fear their work may have been used to train the AI without permission. The UK creative industry has pushed back against government plans to allow AI firms to use copyrighted material without consent, with high-profile figures like Sir Paul McCartney and Dua Lipa signing an open letter opposing these policies.
Also, while OpenAI has included safeguards such as metadata tags and visible watermarks to distinguish AI-generated content, there are still concerns about potential misuse, including deepfakes and misinformation.
OpenAI Also Introduces GPT-4.5, Its Most Advanced Language Model Yet
In addition to releasing Sora in the UK, OpenAI has also just announced the introduction of GPT-4.5, codenamed ‘Orion,’ its latest language model. GPT-4.5 is designed to be more powerful, accurate, and emotionally intelligent than its predecessors. Unlike previous models, OpenAI says GPT-4.5 is better at recognising patterns, responding naturally to user prompts, and producing more reliable and nuanced answers. OpenAI claims it has significantly reduced “hallucinations”, the AI’s tendency to generate incorrect information, making it more dependable for research, writing, and business applications.
Who is GPT-4.5 Best For?
The model is particularly well-suited for creative writing, programming, education, and customer service applications. It demonstrates improved reasoning capabilities, making it more effective at problem-solving and strategic decision-making. Businesses can use it for automated customer interactions, while students and professionals can leverage it for research and content creation.
How to Access GPT-4.5 and What It Costs
GPT-4.5 is currently available to ChatGPT Pro users at $200 per month. OpenAI plans to roll it out to Plus and Team subscribers next week, with further availability for Enterprise and Edu users to follow.
Developers can access GPT-4.5 through OpenAI’s API at a premium rate. The model’s increased computing power makes it more expensive to run than previous versions, leading to speculation about whether OpenAI will continue offering it long-term.
Strengths and Limitations
OpenAI says GPT-4.5 excels in areas requiring creative thinking, emotional intelligence, and complex reasoning. It also claims that GPT-4.5 outperforms many rival models in factual accuracy tests, responding with fewer errors than previous GPT iterations.
However, it seems that GPT-4.5 falls short in AI “reasoning” benchmarks compared to competitors such as Anthropic’s Claude 3.7 and DeepSeek’s R1, which are designed to think through complex problems more methodically. Also, the model’s high operational cost has raised concerns about accessibility, with some questioning whether OpenAI will maintain support for GPT-4.5 in its API or shift focus to newer models in development.
Ethical Concerns and Controversy
A major point of debate surrounding GPT-4.5 is its ability to persuade and manipulate. For example, OpenAI’s internal tests found that the model was particularly good at convincing other AI models to donate virtual money or reveal hidden codewords. While OpenAI has stated that GPT-4.5 does not pose a “high” risk in this area, the findings have raised concerns about AI’s potential use in social engineering scams or misinformation campaigns.
Also, OpenAI has faced scrutiny over its transparency, after it quietly removed a statement from GPT-4.5’s white paper that said the model was “not a frontier AI model.” This has led to speculation that the company is downplaying the risks associated with GPT-4.5’s capabilities.
What Does This Mean For Your Business?
OpenAI’s decision to bring these tools to the UK offers new opportunities for content creators, businesses, and researchers. However, their arrival may also reignite ongoing debates about AI’s ethical implications, its impact on traditional industries, and the risks of misinformation.
Sora, with its ability to generate high-quality video from simple text prompts, is undoubtedly a real game-changer for filmmakers, advertisers, and digital artists. It democratises video production, making it more accessible to those without extensive technical expertise or large budgets. However, this democratisation comes at a price, as concerns over copyright infringement, job displacement, and AI-generated misinformation continue to loom large. While OpenAI has implemented some safeguards, the potential for misuse remains, especially in a world where distinguishing between real and AI-generated content is becoming increasingly difficult.
Similarly, GPT-4.5 appears to offer another step forward in AI’s reasoning, creativity, and problem-solving capabilities. For example, with enhanced accuracy and more nuanced responses, it is a valuable tool for businesses, educators, and writers. However, questions persist about its long-term accessibility due to its high cost, as well as its ethical implications. The model’s ability to influence and persuade, coupled with OpenAI’s lack of transparency regarding its full capabilities, raises concerns about the risks of AI-driven manipulation.
Both Sora and GPT-4.5, therefore, appear to highlight the double-edged nature of AI progress. While they offer incredible potential to revolutionise industries and improve productivity, they also introduce complex challenges that society must address. Regulation, ethical oversight, and clear transparency from AI developers will be essential in ensuring that these tools are used responsibly.
