OpenAI, the company behind ChatGPT, is preparing to introduce new tools that will give content rights holders more control over how their characters are used in its AI video tool, Sora. The move comes amid growing concerns over intellectual property rights in the age of AI-generated media. According to CEO Sam Altman, these tools will allow rights holders, such as film and TV studios, to block or permit the use of their characters within the platform.
Sora, which launched this week as a standalone app in the United States and Canada, enables users to generate short AI videos up to 10 seconds long. The app has quickly gained traction, allowing users to create and share videos inspired by existing content, which are then posted to a feed similar to a social media platform. This has raised red flags in entertainment circles, especially in Hollywood, where studios are increasingly protective of their characters and stories.
One of the key features OpenAI plans to implement is “granular control,” giving copyright owners the ability to determine exactly how their content can be used within the app. For instance, studios would have the option to entirely block the appearance of specific characters or franchises. This is part of a broader effort by OpenAI to address the legal and ethical challenges tied to AI-generated content.
As AI tools continue to evolve, industries are grappling with how to balance technological innovation with the rights and earnings of creators. The release of Sora puts OpenAI in direct competition with similar tools from Meta and Google, both of which are also experimenting with AI-generated video platforms. Meta, for example, recently unveiled Vibes, a short-form video tool based on AI.
Tensions are already emerging. Sources close to the matter have revealed that Disney has chosen to opt out of Sora, blocking its content from being used on the platform. This decision reflects broader concerns from studios about protecting their intellectual properties in the rapidly shifting landscape of generative AI.
To address these challenges and promote collaboration, OpenAI is also developing a revenue-sharing model. Under this system, rights holders who allow their characters to be used in AI-generated videos could receive a share of the revenue generated from the app. Altman noted that this model is still being refined and will likely involve a period of experimentation.
Altman emphasized that creators are producing more video content than initially expected, much of it aimed at niche audiences. This unexpected surge in usage has accelerated the company’s push to establish a monetization strategy that benefits both the platform and the original content owners. The goal is to ensure that all parties involved — from tech developers to entertainment studios — can benefit from the growing wave of AI-powered creativity.
Though OpenAI hasn’t yet finalized how the revenue-sharing system will work, the company plans to start testing different approaches soon. These tests will begin with Sora and may later be applied across other OpenAI products. The company acknowledges that finding the right formula will take time and adjustment, but it is committed to creating a fair model.
Sora’s debut marks a significant expansion of OpenAI’s multimodal capabilities, following its initial launch of the video-generation model last year. As AI continues to integrate across creative fields, platforms like Sora represent both opportunity and disruption — offering new ways for users to tell stories, while also challenging traditional copyright boundaries.
Ultimately, OpenAI’s strategy appears focused on building a system where innovation can thrive without compromising the rights of original creators. By giving studios control and a financial stake, the company hopes to ease tensions and encourage responsible, collaborative use of AI tools in the entertainment industry and beyond.
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