<p>The rapid advancement of artificial intelligence (AI) has led to the development of innovative tools like Sora, a text-to-video generation program that has the potential to revolutionize various industries. This research aims to investigate the application, acceptance, role transformation, and limitations of using Sora in the advertising film production process in Thailand. Through in-depth interviews with 8 experts in the advertising industry, the study explores their attitudes, opinions, and readiness to adopt this AI technology. The findings reveal that while most experts recognize Sora’s potential to enhance creativity, reduce costs, and streamline production processes, they also express concerns regarding output quality, staff adaptability, ethical issues, and legal implications. Analyzing the results through relevant theoretical frameworks, the study highlights the importance of perceived usefulness, ease of use, and social influence in determining the acceptance of Sora. The research also underscores the need for proper regulation, ethical guidelines, and legal reforms to ensure the responsible and beneficial integration of AI in the advertising industry. This study provides valuable insights into the opportunities and challenges of adopting AI in Thailand's advertising landscape, emphasizing the significance of preparedness, learning, and adaptation in embracing technological change.</p>