{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,23]],"date-time":"2026-03-23T11:10:14Z","timestamp":1774264214341,"version":"3.50.1"},"reference-count":21,"publisher":"Springer Science and Business Media LLC","issue":"1","license":[{"start":{"date-parts":[[2025,12,28]],"date-time":"2025-12-28T00:00:00Z","timestamp":1766880000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.springernature.com\/gp\/researchers\/text-and-data-mining"},{"start":{"date-parts":[[2025,12,28]],"date-time":"2025-12-28T00:00:00Z","timestamp":1766880000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/www.springernature.com\/gp\/researchers\/text-and-data-mining"}],"content-domain":{"domain":["link.springer.com"],"crossmark-restriction":false},"short-container-title":["AI Ethics"],"published-print":{"date-parts":[[2026,2]]},"DOI":"10.1007\/s43681-025-00951-x","type":"journal-article","created":{"date-parts":[[2025,12,28]],"date-time":"2025-12-28T12:36:36Z","timestamp":1766925396000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["OpenAI\u2019s Sora in the advertising film production process in Thailand"],"prefix":"10.1007","volume":"6","author":[{"given":"Chanaporn","family":"Mahasri","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Fan","family":"Yang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Thitimon","family":"Dangseam","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Chutisant","family":"Kerdvibulvech","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"297","published-online":{"date-parts":[[2025,12,28]]},"reference":[{"key":"951_CR1","unstructured":"J. Cho et al.,: Sora as an AGI world model? A complete survey on text-to-video generation, arXiv preprint arXiv:2403.05131, 2024."},{"issue":"4","key":"951_CR2","doi-asserted-by":"publisher","first-page":"338","DOI":"10.1080\/00913367.2019.1652122","volume":"48","author":"X Qin","year":"2019","unstructured":"Qin, X., Jiang, Z.: The impact of AI on the advertising process: the Chinese experience. J. Advert. 48(4), 338\u2013346 (2019)","journal-title":"J. Advert."},{"issue":"11","key":"951_CR3","doi-asserted-by":"publisher","first-page":"2246188","DOI":"10.1080\/17517575.2023.2246188","volume":"17","author":"Y Huang","year":"2023","unstructured":"Huang, Y., Lv, S., Tseng, K.-K., Tseng, P.-J., Xie, X., Lin, R.F.-Y.: Recent advances in artificial intelligence for video production system. Enterprise Inf. Syst. 17(11), 2246188 (2023)","journal-title":"Enterprise Inf. Syst."},{"key":"951_CR4","unstructured":"C. Chen, J. Fu, and L. Lyu: A pathway towards responsible AI generated content, arXiv preprint arXiv:2303.01325, 2023."},{"key":"951_CR5","unstructured":"C. Zhang, C. Zhang, M. Zhang, and I. S. Kweon: Text-to-image diffusion model in generative AI: A survey, arXiv preprint arXiv:2303.07909, 2023."},{"key":"951_CR6","unstructured":"F. D. Davis: Technology acceptance model: TAM, in M.N. Al-Suqri and A.S. Al-Aufi (Eds.), Information Seeking Behavior and Technology Adoption, 1989."},{"key":"951_CR7","doi-asserted-by":"publisher","DOI":"10.1518\/hfes.46.1.50_30392","author":"JD Lee","year":"2004","unstructured":"Lee, J.D., See, K.A.: Trust in automation: designing for appropriate reliance. Hum. Factors (2004). https:\/\/doi.org\/10.1518\/hfes.46.1.50_30392","journal-title":"Hum. Factors"},{"key":"951_CR8","doi-asserted-by":"publisher","DOI":"10.1080\/10447318.2022.2050543","author":"H Choung","year":"2022","unstructured":"Choung, H., David, P., Ross, A.: Trust in AI and its role in the acceptance of AI technologies. Int. J. Hum.-Comput. Interact. (2022). https:\/\/doi.org\/10.1080\/10447318.2022.2050543","journal-title":"Int. J. Hum.-Comput. Interact."},{"key":"951_CR9","doi-asserted-by":"publisher","first-page":"425","DOI":"10.2307\/30036540","volume":"27","author":"V Venkatesh","year":"2003","unstructured":"Venkatesh, V., Morris, M.G., Gordon B. Davis, F.D.D.: User acceptance of information technology: toward a unified view. M. Quarterly 27, 425\u2013478 (2003)","journal-title":"M. Quarterly"},{"key":"951_CR10","doi-asserted-by":"crossref","unstructured":"V. Venkatesh, J. Y. L. Thong, and X. X: Quarterly, consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology, 36(1), 157\u2013178, 2012.","DOI":"10.2307\/41410412"},{"key":"951_CR11","doi-asserted-by":"crossref","unstructured":"R. Anitha, N. Kishore, and M. V. Anand: NextGen Dynamic Video Generator using AI, in 2023 9th International Conference on Smart Structures and Systems (ICSSS), pp. 1\u20138, November 2023.","DOI":"10.1109\/ICSSS58085.2023.10407412"},{"key":"951_CR12","unstructured":"D. Yang, L. Hu, Y. Tian, Z. Li, C. Kelly, B. Yang, C. Yang, and Y. Zou: Worldgpt: A Sora-inspired video AI agent as rich world models from text and image inputs, arXiv preprint arXiv:2403.07944, 2024."},{"key":"951_CR13","doi-asserted-by":"crossref","unstructured":"M. Bain, A. Nagrani, G. Varol, and A. Zisserman: Frozen in time: A joint video and image encoder for end-to-end retrieval,\" in Proceedings of the IEEE International Conference on Computer Vision (ICCV), pp. 1728\u20131738, 2021.","DOI":"10.1109\/ICCV48922.2021.00175"},{"key":"951_CR14","doi-asserted-by":"crossref","unstructured":"J. Cho, A. Zala, and M. Bansal: Dall-eval: Probing the reasoning skills and social biases of text-to-image generative transformers,\" arXiv preprint arXiv:2202.04053, 2022.","DOI":"10.1109\/ICCV51070.2023.00283"},{"issue":"3","key":"951_CR15","doi-asserted-by":"publisher","first-page":"241","DOI":"10.2501\/JAR-2022-017","volume":"62","author":"C Campbell","year":"2022","unstructured":"Campbell, C., Plangger, K., Sands, S., Kietzmann, J., Bates, K.: How deepfakes and artificial intelligence could reshape the advertising industry: the coming reality of AI fakes and their potential impact on consumer behavior. J. Advert. Res. 62(3), 241\u2013251 (2022)","journal-title":"J. Advert. Res."},{"key":"951_CR16","unstructured":"Y. Intaraprasong, P. Sornchangwat, and K. Jantakram: Thailand: reform of Thailand's rules on advertisements: guidelines on the use and proof of advertising statements in regard to affirming facts which are difficult to prove, Mondaq Ltd, 2023."},{"issue":"1","key":"951_CR17","first-page":"103","volume":"16","author":"P Kitsukchit","year":"2023","unstructured":"Kitsukchit, P.: The use of unmanned aircraft vehicles (drones) to search private premises and the act of trespass according to the Thai Criminal Code. J. Thai Ombudsman 16(1), 103\u2013120 (2023)","journal-title":"J. Thai Ombudsman"},{"key":"951_CR18","first-page":"1","volume":"1","author":"P Limna","year":"2021","unstructured":"Limna, P., Siripipatthanakul, S., Phayaphrom, B.: The role of big data analytics in influencing Artificial Intelligence (AI) adoption for coffee shops in Krabi, Thailand. J. Behav. Anal. 1, 1\u201318 (2021)","journal-title":"J. Behav. Anal."},{"issue":"1","key":"951_CR19","first-page":"10","volume":"3","author":"AF Baharuden","year":"2019","unstructured":"Baharuden, A.F., Isaac, O., Ameen, A.: Factors influencing big data & analytics (BD&amp;A) learning intentions with transformational leadership as moderator variable: Malaysian SME perspective. Int. J. Manag. Hum. Sci. (IJMHS) 3(1), 10\u201320 (2019)","journal-title":"Int. J. Manag. Hum. Sci. (IJMHS)"},{"key":"951_CR20","doi-asserted-by":"publisher","DOI":"10.1016\/j.giq.2021.101664","author":"MJ Ahn","year":"2022","unstructured":"Ahn, M.J., Chen, Y.-C.: Digital transformation toward AI-augmented public administration: the perception of government employees and the willingness to use AI in government. Gov. Inf. Q. (2022). https:\/\/doi.org\/10.1016\/j.giq.2021.101664","journal-title":"Gov. Inf. Q."},{"key":"951_CR21","unstructured":"M. C. Elish and D. Boyd: Situating methods in the magic"}],"container-title":["AI and Ethics"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/link.springer.com\/content\/pdf\/10.1007\/s43681-025-00951-x.pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/link.springer.com\/article\/10.1007\/s43681-025-00951-x","content-type":"text\/html","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/link.springer.com\/content\/pdf\/10.1007\/s43681-025-00951-x.pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,3,23]],"date-time":"2026-03-23T10:28:14Z","timestamp":1774261694000},"score":1,"resource":{"primary":{"URL":"https:\/\/link.springer.com\/10.1007\/s43681-025-00951-x"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,12,28]]},"references-count":21,"journal-issue":{"issue":"1","published-print":{"date-parts":[[2026,2]]}},"alternative-id":["951"],"URL":"https:\/\/doi.org\/10.1007\/s43681-025-00951-x","relation":{},"ISSN":["2730-5953","2730-5961"],"issn-type":[{"value":"2730-5953","type":"print"},{"value":"2730-5961","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025,12,28]]},"assertion":[{"value":"14 August 2025","order":1,"name":"received","label":"Received","group":{"name":"ArticleHistory","label":"Article History"}},{"value":"5 December 2025","order":2,"name":"accepted","label":"Accepted","group":{"name":"ArticleHistory","label":"Article History"}},{"value":"28 December 2025","order":3,"name":"first_online","label":"First Online","group":{"name":"ArticleHistory","label":"Article History"}},{"order":1,"name":"Ethics","group":{"name":"EthicsHeading","label":"Declarations"}},{"value":"The authors declare that they have no conflict of interest.","order":2,"name":"Ethics","group":{"name":"EthicsHeading","label":"Conflict of interests"}},{"value":"Not applicable.","order":3,"name":"Ethics","group":{"name":"EthicsHeading","label":"Ethical approval"}}],"article-number":"86"}}