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OpenAI’s social video experiment has drawn warnings from Hollywood and opt-outs from Disney, but its climb up the App Store suggests the debate around the future of generative social video is here to stay.

The fact that a new generative video platform from a major AI lab is an IP free-for-all should surprise nobody. The fact that it seems to be overcoming cultural inertia, and that it brings day-one tools for users to model themselves and their friends, asks some more unexpected questions.

According to the World Trade Organisation, AI could massively scale-up global trade in goods and services within fifteen years. But these results would come from discerning the difference between the volume of ‘work’ generated and the actual utility of it - a skillset that lies largely outside consumption markets.