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Day 2 of South by Southwest delved into the ways creative people deal with fast-changing technology. Here's the latest, and what Day 3 has in store.
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 Apple mysteriously shut down its Grand Central Terminal store in New York City today, and it turns out it was for an impromptu Alicia Keys concert to celebrate Apple's upcoming 50th anniversary.
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OpenAI plans to add its Sora video generation model directly into ChatGPT, The Information reports . The standalone Sora app was seen as a smash hit when it launched alongside Sora 2 in September 2025, but interest in the video generation app has fallen in the time since as users ran into limits on the amount and kinds of videos they could create.
Adding Sora to the ChatGPT could give the model a second life, and ideally grow the ChatGPT app's weekly active users from the 900 million OpenAI reported in February, to a billion or more. According to The Information, the standalone Sora app will stick around after the model is integrated, even though the app has fallen out of the App Store's top 100 free apps and only a small number of users reportedly share their videos publicly in the app.
It's hard to pin down an exact number for what generating a video costs OpenAI, but the company charges API customers $0.10 per second for a 720p video, and in 2025, it was willing to give away 30 free video generations per account per a day in the Sora app. When you consider
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