OpenAI appears to be adjusting its stance on copyright and intellectual property for its new video app, Sora.
Ahead of Sora’s launch this week, The Wall Street Journal reported that OpenAI had told Hollywood studios and agencies they would need to explicitly opt out if they didn’t want their content used in Sora-generated videos. But that policy may soon change.
Despite being invite-only, Sora quickly surged to the top of the App Store charts. The app’s standout feature is its “cameos,” which let users upload biometric data to insert a digital version of themselves into AI-generated videos.
However, the app has already sparked copyright concerns, as users have begun producing clips featuring popular studio-owned characters, sometimes even parodying OpenAI’s own leadership. In one viral example, AI versions of Pikachu and SpongeBob interact with deepfakes of CEO Sam Altman, poking fun at the company’s copyright practices.
In a blog post published Friday, Altman said OpenAI plans to introduce two major updates to Sora.
The first focuses on giving copyright holders “more granular control” over how their characters are used — adopting an opt-in model similar to the one already in place for likeness generation, but with extra customization options.
The term “opt-in” signals a significant shift: Sora will likely block the use of copyrighted characters unless studios and rights holders explicitly grant permission.
Altman noted that many studios are interested in what he described as a new form of “interactive fan fiction” that could enhance fan engagement and provide new creative opportunities — but they still want to decide how (or if) their characters appear.
Still, Altman admitted there will inevitably be “edge cases” where unapproved material slips through.
The second planned update involves video monetization. OpenAI had previously said it might charge users during high-demand periods, but Altman’s latest comments suggest a broader approach — one that could include revenue sharing with rights holders.
“Our hope,” he wrote, “is that this new kind of engagement is even more valuable than the revenue share — but of course, we want both to be meaningful.”
In short, OpenAI’s evolving approach to copyright could signal a move toward tighter collaboration with content owners — and a more controlled, potentially monetized ecosystem for AI-generated video.
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