OpenAI is signaling a change in its copyright stance with the launch of its new video app Sora, which debuted last week and quickly rose to the top of the App Store despite being invite-only. The app, led by CEO Sam Altman, allows users to create AI-generated videos featuring distinctive “cameos,” where biometric data can be uploaded to insert a digital likeness into content.
The company initially positioned Sora around an opt-out model for Hollywood studios and rightsholders, but Altman announced in a blog post that OpenAI will now adopt an opt-in system, restricting the use of copyrighted characters unless explicit permission is granted. Altman emphasized that studios and agencies will gain more granular control over how their IP can be used, from complete exclusion to selective participation.
At the same time, OpenAI plans to introduce new forms of video monetization, beyond charging during high-demand periods, with revenue-sharing options for rightsholders under consideration. Altman said the goal is to make this “interactive fan fiction” both a source of creative engagement and a sustainable business model.
