Hello and welcome to the 187th edition of Fresh Salmon.

If you're new here, welcome aboard! 🧡
And if you’d like to catch up on past issues, click here.

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Sora: The End of Reality (and the Beginning of Everything Else)

Last week, a new app quietly dropped, and if you’ve seen it, you probably haven’t stopped thinking about it since. It’s called Sora, built by OpenAI, and it may be the single biggest shift in media since TikTok itself.

Not because it’s another viral video app.
But because it’s the first true multiuser AI experience - one that blurs the line between creator and creation.

What Sora Actually Is?

Sora looks, at first, like a gimmick:

That sounds like AI slop. But the moment you open it, you realize this isn’t that.

The app immediately turns on your camera and asks you to say three random numbers aloud. Then it asks you to turn your head slightly.

Boom - it has your face and voice!!

From that, Sora can render a lifelike, talking, moving version of you in any scenario imaginable. No mocap suit. No training data. Just those three numbers and a glance.

Want to star in a Ralph Lauren ad? Done.
Want to see yourself in 1970s New York on Wall Street - you got it.
It’s disturbingly real.

Why It Feels So Different

What makes Sora so unsettling and so revolutionary - isn’t just the quality of its generation. It’s how social it feels.

Until now, most AI tools have been single-user focus:

• You chat with ChatGPT.

• You generate with Midjourney.

• You edit with Runway.

Sora is multiuser AI.

You can tag friends. Create videos of them (with permission). Remix and meme each other in real-time. It’s part TikTok, part deepfake, part creative co-op.

And that makes it viral fuel. When you tag someone, they get a notification - “Someone made a video of you.”
Tell me you’re not clicking that.

It’s the same dopamine loop Facebook unlocked with photo tagging in 2009 except now, the “photos” are fully synthetic worlds.

This is how Sora could become the fastest app in history to hit 100 million users.

The Psychological Shift

Sora triggers something new in us, a cocktail of curiosity, dread, and creative thrill.

When people first try it, they tend to land in one of three camps:

1. Exhausted - “Another thing I have to learn. Another platform that changes everything.”

2. Dystopian - “It cloned my face in seconds. This is terrifying.”

3. Playful - “This is magic. I want to experiment.”

That third group will define the next wave of creators.

Because the truth is, you can’t stop this.
The rate of change isn’t slowing down, it’s compounding.

You can choose to feel irrelevant. Or you can ride the wave.

The smartest people aren’t resisting Sora. They’re studying what it reveals:

• How creation changes when everyone can be in the story.

• How “identity” fragments when AI can clone you better than Photoshop ever could.

• How attention will move when the boundary between viewer and creator collapses completely.

The Bigger Picture: From Single-User to Shared Reality

What’s happening here is bigger than one app.

For the last decade, social media has been performative - we share versions of ourselves. AI turns that into participation - it lets us invent ourselves.

Every major platform shift has followed this pattern:

• Web → Social: Everyone became a publisher.

• Social → Mobile Video: Everyone became a performer.

• AI → Synthetic Media: Everyone becomes a creator of worlds.

And Sora may be the first step toward a synthetic social network, where everything you see is generated but emotionally real.

It’s the moment when creativity stops being about skill and starts being about taste - what you choose to create, remix, and release into the feed.

⚠️ The Questions It Raises

Of course, this also cracks open a thousand new ethical and existential questions:

• What happens when your face can be used in a viral video you didn’t make?

• What does authenticity even mean when AI can mimic your speech and tone from three syllables?

• How will creators monetize identity when AI clones of them can perform 24/7?

And maybe the biggest one:

The answer may be trust.
In a world of infinite content, human curation and credibility will matter more than creation itself.

The Key Takeaways:

• Sora is not “AI TikTok.” It’s the first step toward social AI - collaborative, participatory creation.

• This is the multiuser era of AI. Everything before this was single-user mode.

• The next power shift: from skill-based creators to taste-based curators.

• The moat in a world of clones: your voice, values, and judgment.

We are witnessing the next great media platform emerge, not a copy of the past, but the start of something entirely new.

And as with every platform shift, two types of people will emerge:
Those who panic. And those who play.

Interesting Thing That I Wrote This Week

That’s it for this week! If you found this newsletter valuable, share it with a friend.

See you next time!

Do what is good for your soul ❤️

All the best,

Vivek

PS. Whenever you are ready, here are 3 ways in which I can help you and your business:

#1: B2B Marketing Consulting and Go-To-Market Advisory for your business.

#2: 1-on-1 Personal Coaching and Mentoring on anything related to Marketing and Go-To-Market Strategies for you.

#3: Promoting you or your brand via this newsletter.

For any of these things just shoot me a reply, and we will arrange a time to chat.