As part of its year-end “Ship-Mas” product release effort, Microsoft’s (MSFT, Financials) OpenAI introduced Sora, an artificial intelligence-based text-to-video generation model. Sora users can create movies from text clues, animate images, remix videos, and more. Although there may be delays in launch in Europe and the United Kingdom, the tool is currently available to ChatGPT Plus and Pro members in the United States and numerous other countries.

Sora offers two membership options tailored to different customer needs. For $50 per month, ChatGPT Plus offers up to 50 priority video generations in 720p resolution up to five seconds in length. ChatGPT Pro costs $200 per month and offers unlimited video generations, up to 500 priority movies in 1080p resolution and up to 20 seconds in length. Pro members also get support for up to five simultaneous generations and the ability to download movies without watermarks.

The platform offers a range of sophisticated tools to improve video production. Using text input, users can create movies from descriptive voice prompts, animate still images, and remix current movies. Other features include storyboarding to create coherent video sequences, photo-to-video conversion, and scene merging to merge two video scenes into one.

OpenAI has implemented many security and monitoring policies to ensure ethical usage. To clarify their artificial intelligence source, all films created by Sora are marked with obvious watermarks and C2PA information. Users must comply with content restrictions that prohibit the inclusion of children, explicit material, violent content or copyrighted material. Violations of the guidelines may result in account suspension.

With companies like Meta Platforms (META, Financials) and Alphabet (GOOG, Financials) all having developed similar text-to-video technologies, Sora’s debut puts OpenAI in competition with industry giants. These developments show an increasing trend in the way artificial intelligence is being incorporated into artistic processes.

Initial user comments were mostly positive, praising Sora’s creative abilities. However, some users have observed difficulties such as object persistence issues and sporadic artificial intelligence hallucinations where the information produced deviates from the intended cues.

To increase accessibility and customization, OpenAI plans to offer individual pricing for multiple user categories early next year. The release of Sora underscores OpenAI’s commitment to developing AI-driven content production with ethical standards and top priority of user safety.

This article first appeared on GuruFocus.