SORA 2 is INSANE

This week:

SORA 2 is insane, Meta’s AI personalization, a VFX growth spike —and FOOH city playbooks to copy.

👀 OpenAI’s Sora app explodes

OpenAI launched Sora 2 alongside a new Sora app that turns prompts (and opt-in “cameos” of your face/voice) into hyper-real, short-form videos. The app rocketed to #3 on the U.S. App Store within days, despite invite-only access.

Tech creators are framing it as an inflection point —as Roberto Nickson (@rpnickson) puts it: “We’re entering an entirely new paradigm for creation and communication… the infinite content machine is coming, and I’d argue that building an audience/brand/distribution today is akin to buying real estate in San Francisco in the ’80s — the level of competition and scarcity of attention that’s coming will be extreme.”

Now: What does that mean for FOOH?! We tested Sora on a FOOH-style concept, click here to see the full video.

➡️ Our take: Impressive handheld feel, shot and product consistency, and sound; but it still lacks fine-grained control over details that many clients expect.

The big questions now: how fast do micro-controls arrive, will brands trade perfection for speed, and how do you lock a concept when the exact shot isn’t guaranteed?

📱 Meta will personalize content & ads via AI

Starting Dec 16, 2025, Meta will begin using people’s interactions with Meta AI to personalize feeds and ad delivery across Facebook and Instagram (no opt-out at launch; UK/EU/S. Korea excluded initially). Marketing Dive also highlights new “Business AI” and creative tools rolling out for brands.

Translation for marketers: first-party conversational data becomes a fresh optimization layer for paid social and CRM.

💡Market signal: AI in VFX is accelerating

New analysis projects the AI-in-VFX segment to grow at roughly 36% CAGR through 2029, as gen-AI tools move from experiments to everyday tasks like pre-viz, rotoscoping, and upscaling—momentum that strengthens the case for bigger in-house pipelines (and likely some vendor consolidation).