OpenAI CEO Sam Altman says Sora will add “granular,” opt-in copyright controls, signaling a shift in how the company handles intellectual property in its viral video generation app. The move comes just days after Sora’s invite-only launch, which has already sparked both excitement and controversy across creative industries.
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OpenAI Reverses Course on Copyright Policy
Before Sora’s release, The Wall Street Journal reported that OpenAI had initially told Hollywood studios and talent agencies they would need to opt out if they didn’t want their intellectual property used in Sora-generated videos.
That “opt-out” policy drew criticism, as it seemed to allow copyrighted characters and likenesses to appear in AI videos without explicit consent. But with this update, Altman is now emphasizing an “opt-in” system, giving rights holders more control from the start.
Sora’s Viral Launch and Controversial Features
Despite limited access, Sora quickly climbed the App Store charts after launch. One of its standout features is “cameos,” allowing users to upload biometric data to generate lifelike AI versions of themselves inside custom video clips.
However, many users have also used Sora to push copyright boundaries—creating clips featuring studio-owned characters like Pikachu and SpongeBob, sometimes even mocking OpenAI itself. One trending example shows these characters interacting with deepfake versions of Altman in satirical skits.
New Copyright Controls for Rightsholders
In a blog post published Friday, Sam Altman confirmed that Sora will introduce new, granular controls allowing studios and creators to decide exactly how their characters appear—or not appear—in AI-generated videos.
“We are hearing from a lot of rightsholders who are very excited for this new kind of ‘interactive fan fiction,’” Altman wrote. “They see potential for new engagement but want the ability to specify how their characters can be used, including not at all.”
This suggests OpenAI is preparing a more cooperative framework between AI creators and copyright owners, blending fan creativity with ethical content generation.
A Step Toward Responsible AI Video Creation
The phrase “granular, opt-in copyright controls” reflects OpenAI’s broader effort to align Sora with creative rights and transparency, a major concern in the AI industry. By requiring consent rather than assumption, the update could help rebuild trust with artists, studios, and the public.
As AI-generated video tools become more mainstream, OpenAI’s evolving stance may set a precedent for how future AI platforms manage copyright and digital likeness rights.
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