Unlock new dimensions of creativity: Gpt-image-1 and Sora

We’re excited to announce Sora, coming soon to AI Foundry. Learn more about Sora in Azure OpenAI, and its API and video playground, here. 

Hear how T&Pm, a WPP company, uses Sora in Azure OpenAI to bring their media solutions to the next level

AI is no longer *just* about text. Here’s why: multimodal models enable deeper understanding. Today AI doesn’t just understand words – it understands context, visuals, and motion. From prompt to product, imagine going from a product description to a full marketing campaign.  This shift represents more than just a technical evolution—it’s a creative revolution. In many ways, the rise of multimodal AI today is comparable to the inception of photography in the 19^th century—introducing a new creative medium that, like photography, didn’t replace painting but expanded the boundaries of artistic expression.

Just a month ago, we released OpenAI’s gpt-image-1, and now we’re thrilled to announce Sora, coming soon to Azure AI Foundry. These models are designed to unlock creativity, accelerate content creation, and empower entire industries. What makes these models especially powerful on Azure is the enterprise-grade foundation they run on. Customers get the benefit of first-party infrastructure, network security, identity, billing, and governance—all in one place. That’s huge when you’re deploying generative AI at scale. Both models are API-first, meaning they can be deeply integrated into workflows, apps, or customer-facing tools. And for teams looking to explore before they build, we offer an intuitive Image Playground, with Video Playground coming soon to experiment with different models side by side.

Of course, it’s not just about capabilities—it’s also about responsibility. These models are designed with safety and provenance in mind, including features like C2PA integration and abuse monitoring, so enterprises can innovate with confidence.

Automate pipelines and scale production workflows 

Sora in Azure OpenAI is uniquely available as an API-so creative teams can build it directly in their tool.  This level of integration is especially valuable for customers like WPP,  where the inability to easily show early concepts and scale big ideas through production in video has long been a creative and operational bottleneck. Through the Sora API, customers can collaborate more effectively with clients by delivering personalized, scalable solutions.

“API access integrates and speeds up my workflow in a way that other services just couldn’t. It just makes my life so much easier”  – WPP

Use Cases

Sora 

Sustainability	Environmental Campaign Videos: Generate compelling short-form content to raise awareness around climate action, recycling, or conservation. Product Sustainability Stories: Visualize supply chain journeys or carbon offset initiatives to showcase brand responsibility.
Education	Interactive Learning Content: Generate visual aids for K-12 or higher ed topics like science (e.g protein creation), or language learning. Corporate Training: Produce bite-sized videos for onboarding, compliance, or skill development.
Travel & Lifestyle	Destination Marketing: Generate stunning visuals of destinations to attract visitors Experience Sharing: Create cinematic recaps of trips or aspirational journeys

Gpt-image-1

	Concept Art & World Design: Instantly generate immersive environments, characters, and assets from simple prompts—ideal for prototyping and speeding up creative workflows. In-game UI Mockups: Use GPT-Image-1 to visualize interfaces and inventory screens without manual design.
	Ad Storyboarding: Generate compelling image or video ad drafts for client pitches or social media A/B testing. Localization at Scale: Tailor visuals and videos to different regions or audiences while keeping brand consistency. Campaign Automation: Go from a product name or brief to full creative assets—banners, thumbnails, short video clips.
	Product Showcases: Create studio-quality product images in various styles and settings, including on-model shots or lifestyle scenes. Seasonal Promotions: Refresh visuals for holidays or trends instantly without reshoots or manual editing.

Call to Action

• Deploy Gpt-image-1 today
• Learn more about Gpt-image-1’s API 
• Learn more about Multimodal AI in AI Foundry