OpenAI has unveiled Sora, a new AI-powered video creation app that allows users to generate and share short videos — including those derived from copyrighted content — directly to a built-in social media-style feed. The app, which represents OpenAI’s most ambitious push yet into generative video, is expected to raise new tensions across the entertainment industry.
According to the company, copyright holders such as movie and television studios must actively opt out if they do not wish to have their content appear in the app’s video feed. OpenAI described this as a continuation of its previous opt-out policy used for AI image generation, where creators must explicitly request the exclusion of their work from model training or public feeds.
The move is already sparking debate in Hollywood. People familiar with the matter said that Disney has opted out, and other major studios are currently in talks with OpenAI over the implications of Sora’s copyright framework.
Earlier this year, OpenAI urged the Trump administration to formally classify the use of copyrighted material for AI training as “fair use” under U.S. law — a position it argued was essential for national competitiveness and security, warning that U.S. AI firms could fall behind Chinese rivals without legal clarity.
Beyond copyright issues, OpenAI said Sora includes robust safeguards to prevent the misuse of personal likenesses and public figures. Users cannot generate videos of other people unless those individuals upload an AI “liveness check” — a verification process requiring users to move their heads and recite random numbers — to confirm consent.
Sora videos can be up to 10 seconds long and feature a new “Cameo” function, allowing users to create lifelike digital doubles of themselves and insert them into AI-generated scenes. The company says these videos are intended for creative experimentation and entertainment, with built-in transparency markers indicating AI generation.
Market analysts view the Sora app as a direct challenge to existing short-video giants such as TikTok, Instagram Reels, and YouTube Shorts. Morgan Stanley analyst Brian Nowak noted that the platform’s combination of AI creativity and social-sharing features positions OpenAI “in the business of competing for attention and reshaping user behavior.”
As Hollywood, regulators, and AI companies continue to clash over intellectual property and deepfake laws, Sora’s launch could set a major precedent for how AI-generated audiovisual content will be treated under future copyright and media frameworks.