Corporate buzzwords like “agile mindset” and “seamless integration” dominate modern workplaces, but what happens when AI takes them literally? A surreal video, created using OpenAI’s Sora, pushes business rhetoric to surreal extremes, revealing just how hollow corporate rhetoric can be.
Titled Measurement Is King, the piece presents a Kafkaesque parody of managerial culture. AI-generated executives slide and dance through abstract office spaces, their exaggerated gestures and vacant expressions mocking the illusion of control in corporate life. Measuring the immeasurable. The video doesn’t follow a traditional narrative; instead, it amplifies the absurdity of workplace platitudes through disjointed, dreamlike visuals.
AI Turns Business Clichés Into Nonsensical Art
The video’s creator, an artist testing Sora before its public release, describes it as a “deconstruction of business jargon.” AI-generated visuals amplify the irony of phrases like “tirelessly working on the future” by showing figures engaged in exaggerated, illogical behaviors. There’s no plot, no coherence, just a satirical mirror held up to the performative nature of corporate culture.
Eldagsen describes it as a “deconstruction of business jargon,” exposing how empty language masks real decision-making. The result is both funny and unsettling, especially for anyone who’s endured a meeting where buzzwords replaced substance. While the video lacks a conventional storyline, Sora doesn’t need logic, it thrives on absurdity. The lack of narrative isn’t a flaw; it’s the point.
A Tool for Cultural Critique
By feeding Sora the very language it’s trained on (corporate speak, in this case), the output becomes a parody of itself. A fitting metaphor for both corporate delusions and our own relationship with AI. We design the systems
Does it resonate with your workplace reality, or is it just algorithmic nonsense?
References
- Boris Eldagsen: AI, photomedia & video art. (n.d.). YouTube. https://www.youtube.com/@boriseldagsen
- Boris Eldagsen: AI, photomedia & video art. (2024, December 9). Measurement Is King [Video]. YouTube. Retrieved April 4, 2025, from https://www.youtube.com/watch?v=pQ-F8PWt_NY