Could the New Sora App Be Useful to Jewelers?

By Brittany Siminitz | October 06, 2025

As if artificial intelligence (AI) didn’t already seem ever-present and here to stay, a new app named Sora is fully dedicated to AI-created videos.

The OpenAI app, currently available only to an invite-only roster of users, has been compared to TikTok in functionality, except the clips users scroll through are all AI-generated. Creators can use their own likeness and, with permission, likenesses of other people to make the AI videos, opening a whole realm of possibilities (and potential moral and legal problems, too).

Reactions from Sora users so far are a mix of impressed and horrified, two impressions that aren’t mutually exclusive—and are fit to describe everything AI is capable of.

Even though Sora’s content isn’t real, it still presents an opportunity for jewelers, allowing them to create cinematic visuals at much lower production costs. Jewelry brands might consider using AI videos to showcase product reveals, new seasonal campaigns, jewelry sparkling in the light, and more.

With a text-to-video app like Sora, filming product in a specific setting or style becomes more accessible, especially for budding businesses that would have to spend a big chunk of their marketing budget to do so for real.

As always, there are caveats. First of all, AI is no true replacement for the work of human photographers and stylists who are experienced in working with jewelry and thus unmatched in their understanding of jewelry for storytelling.

You also need to be mindful of how your Sora videos will be received. Though not required by law (yet?), most social media platforms encourage users to identify when any part of their content is made or altered with AI. So say you feature a bracelet by your brand in a holiday-themed video made by AI. This could be a turnoff to some consumers untrusting of the technology, and it might confuse viewers: What’s made with AI—the bracelet, the setting, the special effects?

We don’t mean to discourage brands from utilizing AI-generated video. Feel free to play around with it! For the most part, Sora to date offers “slop”—low-quality, repetitive, or generic forms of AI content—but OpenAI plans to generate revenue through its personalized ads, presenting another opportunity for jewelry businesses.

If Sora takes off, individuals and brands will be glad to have been early adopters—once they’re able to get an invitation or it opens to all users, that is.

Top: The logo of OpenAI’s Sora app