MC.92: Sora? There is an app for that

Hello,

Following up on our discussions about AI as a collaborative partner, I want to shift gears this week and talk about a critical, yet often overlooked, aspect of AI's integration into our lives: the app.

As I reflect on the recent launch of Sora 2, it's clear that the strategic decision to prioritize an app-centric approach is laying the groundwork for the next generation of social interaction and AI adoption.

The Strategic Playbook: "There's an App for That"

The biggest takeaway from Sora's launch isn't just the model's capabilities, but its distribution strategy. By introducing an invite-only iOS app, initially restricted to the US and Canada, OpenAI is consciously building user "captivity" and fostering loyalty. In a world where AI models can quickly replicate each other's core functionalities, the real battle is for user habits and sustained engagement.

This move leverages the novelty factor, creating a kind of "Ghibli Effect" (or Giphy Effect, as some might say), a push for users to download and engage directly within their proprietary ecosystem.

Beyond the Tool: Building a Social Fabric

What's particularly fascinating is how OpenAI is borrowing from the social media playbook, notably TikTok's. The inclusion of watermarks on generated videos and the emphasis on portrait format signals a clear intention: this isn't just a video creation tool; it's a social network in the making. Instead of being "network first," Sora is "tool creation first."

This means attribution and brand building are happening from day one, positioning the app to potentially evolve into a new kind of social platform where creative expression is paramount.

Why Apps Are Key to AI Loyalty

This trend of major frontier models understanding the need for recurrence and habit creation will only accelerate. And there's no better mechanism for cementing user loyalty and daily habits than a dedicated app. Think about it:

1. Notifications: Keeping users engaged with timely alerts.

2. Home Screen Presence: A constant visual reminder, easily accessible.

3. Daily Habits: Integrating into routines, becoming a go-to for specific tasks.

We can anticipate features like discovery, sharing, and remixing becoming central to these AI-powered apps. We've already seen this strategy with platforms like Suno, where music distribution was baked into the app experience from the outset.

Final thoughts

The future of AI isn't just about impressive models; it's about how these models seamlessly integrate into our daily workflows and social interactions. By focusing on app-based ecosystems, AI providers are not just offering tools, but cultivating communities and habits. This signals a shift where the AI itself becomes the platform, driving a new era of "tool-creation first" social networks.

Cheers,
Olivier

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Until next Thursday 🎉

1  Claude does show some code but hides the bigger picture.