Amazon sellers to take off with another AI wave from Sora?

Recently, many cross-border sellers noticed that the U.S. artificial intelligence research company OpenAI in the beginning of the year launched a "king bomb level" tool, video generation model "Sora", this tool in February 15, 2024 (U.S. local time) The tool was officially released on February 15, 2024 (US local time).

It is understood that Sora is able to generate 60 seconds of coherent video according to the user input prompt words, which directly "crushed" the industry is only about the average "4 seconds" of video generation length.

In fact, before Sora, including byte jumping and Google and other large technology companies have tried to bring their own model into the field, but have not been able to get out of the output of a single point of view, the length of the shorter text born video limitations.

In contrast, Sora's demonstration video directly raises the video generation model to another dimension, which not only drops a "heavy bomb" on the technology industry, but also makes many cross-border practitioners see more possibilities in the future.

As one of the important landing scenarios of AI technology, the cross-border e-commerce industry may also usher in a big change because of the arrival of Sora.

Previously, OpenAI's new chatbot model ChatGPT was introduced, and the number of users has exceeded 1 million in just five days on line, when many cross-border practitioners followed, and many cross-border companies have widely used ChatGPT in multiple scenarios of their business, effectively realizing the reduction of costs and increase efficiency.

Some data show that in 2023, 33% of cross-border companies are using ChatGPT, and another nearly 15% of companies plan to put it into use.

For cross-border sellers, on the one hand, Sora is indeed expected to alleviate the pressure of shooting their own product videos. Some sellers said that if they follow the conventional means of filming products, the process is very complex, time-consuming and laborious.

But with the help of Sora, as long as the input text instructions can generate 60 seconds of high-definition product video, which is undoubtedly a powerful operational assistant for sellers.

On the other hand, cross-border brands can also use Sora to generate high-quality video content and then publish it on short-form video platforms such as TikTok, which can quickly expand the brand's coverage and thus increase brand exposure.

However, some sellers have also suggested that although producing product videos for use on major cross-border e-commerce platforms seems feasible, it is not known whether the platform will notice that it is AI-produced and end up being restricted.

Previously, AI-generated text has been recognized by Amazon as "AI content", so some sellers believe that the use of Sora-generated video is also at risk of being recognized as AI video or false content.

Amazon Launches Video Posts Feature, Sora May Make a Splash

Just recently, Amazon officially announced that the platform post tool has been updated to introduce a short video function: a short 9:16 vertical video within 60 seconds can be posted in the post, including a short title, and the products shown will be fixed at the bottom of the screen.

The feature is now live on the US site.

After the launch of the feature, Amazon sellers can build their brand image by posting more video posts to convey more information to shoppers.

Industry insiders believe that the function has the same TikTok short video "watch and buy" social attributes, shoppers can directly order through the video post, which to a certain extent can help sellers effectively improve the conversion rate.

Therefore, a large number of Amazon sellers will certainly grab this new traffic mouth, and the key to this undoubtedly lies in the production of product videos, which also fits Sora's video generation function.

The importance of AI tools for Amazon sellers continues to grow in importance

Over the past year, the penetration of artificial intelligence in cross-border e-commerce has been increasing.

In 2023, ChatGPT, a chatbot launched by OpenAI, exploded across the Internet in a short time, and a large number of cross-border sellers used it in actual operations, including writing emails, optimizing Listings, and after-sales service.

Some sellers believe that nowadays cross-border e-commerce is more concerned about skillful operation and refined operation, sellers who are good at using all kinds of AI tools will definitely be able to be more in the forefront, and sellers who won't use AI will probably be eliminated by the times.

In addition to external tools, Amazon, as the leader of the e-commerce industry, has also launched numerous of its own AI tools for sellers.

In April 2023, Amazon CEO Andy Jassy released a shareholder letter stating that Amazon is investing heavily in big language modeling and generative AI, noting that this will be at the heart of Amazon's innovations across all businesses, in all areas, for decades to come.

Over the past year, Amazon has continued to improve users' shopping experience and conversion rates by using AI technologies such as recommender systems, voice assistants, and image search, and has launched a range of new products and services.

In August 2023, Amazon officially announced the launch of the product review summary function based on generative artificial intelligence. Summarizing reviews with AI not only identifies common review themes, but also provides a concise summary on the product detail page, highlighting a number of product attributes such as performance, ease of use and stability

Also according to Marketplace Pulse, Amazon was previously testing a smart customer service type of generative AI tool that would prompt users with questions they could ask about specific items by using big data to categorize and summarize key information on product reviews as well as Listings.

As recently as January 2024, Amazon also announced that it was testing a generative AI assistant called Rufus, a tool designed to help users search for and buy products.

However, while very powerful, the AI tool, as an emerging feature, can cause problems for many sellers.

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