Now, there’s a lot to unpack here. But at the surface level, NBA star James Harden has shared an AI-generated video on his X account, which is being used to announce the release of Utopai Studios’ latest AI video model.

And, jeez, does it feel like we’re doing the NFT thing all over again.

To some, this might be the most obvious one-to-one comparison of all time. NFTs were a huge, viral rage that saw celebrities pile on by the truckload until, eventually, the dam broke and NFTs went the way of the Tamagotchi.

To others, AI is so inherently different from NFTs that while the craze might be reaching cringe-levels, it might be awkward, but not about to burst. We’ll let you be the judge, but—for the record—here’s James Harden’s AI-generated announcement video for your consideration.

James Harden Partners With Utopai Studios

Shared on James Harden’s official X account, which has 7.2 million followers and has seen nearly 700k views so far, a one-minute AI-generated video attempts to tell the story of Harden’s rise from a hoops-obsessed kid to 17-season NBA star.

However, as many online have pointed out, the video—which was created using Utopai Studio’s new model—features numerous errors and odd artifacts, including the misspelling of Harden’s name on one of his jerseys.

Which should be no surprise, as while AI video models have noticeably improved with each new version and generation, they still all struggle with text, consistency, and common sense (the video also showcases Harden, famous for being left-handed, shooting with his right hand).

Utopai Studios PAI Long-Form AI Video Model

While the post only mentioned that the video was made with “Utopai’s new model,” it appears that the video release is coinciding with the company’s announcement of its new PAI AI video model, which the company is marketing as a “long-form cinematic model.”

Now, this is unique, as so far most AI video models have been short form, like very short form, with many models maxing out generations at 5 or 10 seconds. Utopai Studios’ PAI model is promising minutes-long continuous video generations, which, naturally, should help with character and scene consistency.

It’s hard to say if that’s truly the case so far with the errors in the Harden video, but that’s where the focus is, and—in theory—it should be better than short-form generations.

Again, this will all only be news depending on how you view the future of generative AI video. And, even if you’re open to exploring and learning how AI video could work, these cringy partnerships and releases aren’t doing much to dispel the NFT-esque connotations.

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