OpenAI’s Sora 2 video generation app has achieved remarkable commercial success, surpassing one million downloads within five days of its September 30 launch. Yet this milestone has been overshadowed by intense controversy as users exploit the platform to create unauthorized deepfake videos.
The invite-only iOS app, available exclusively in the US and Canada, generates hyper-realistic 10-second videos from text prompts. According to OpenAI’s head of Sora, Bill Peebles, its adoption rate has even exceeded ChatGPT’s initial launch.
Hollywood Pushes Back
The Motion Picture Association has issued urgent demands for OpenAI to address rampant copyright violations. Users have flooded the platform with unauthorized content featuring characters from major franchises, including viral videos of James Bond and Nintendo’s Mario character.
“Videos that infringe our members’ films, shows, and characters have proliferated on OpenAI’s service and across social media,” stated MPA CEO Charles Rivkin. The association, representing Disney, Universal, and Warner Bros., emphasized that copyright law places the burden of prevention on OpenAI, not rights holders.
The controversy intensified due to OpenAI’s original opt-out approach, which required copyright holders to explicitly request exclusion. Major talent agencies including WME and Creative Artists Agency responded by opting out all their clients.
Grief and Exploitation
Perhaps more disturbing than copyright issues is the app’s use for generating videos of deceased celebrities. Zelda Williams, daughter of Robin Williams, made an emotional Instagram plea asking people to stop sending her AI-generated videos of her father.
“You’re not making art, you’re making disgusting, over-processed hotdogs out of the lives of human beings,” Williams wrote. Kelly Carlin, daughter of comedian George Carlin, described receiving daily emails about AI videos of her father as “overwhelming and depressing.”
While OpenAI claims “strong free speech interests” justify depicting historical figures, the company says representatives of recently deceased public figures can request removal—though what constitutes “recently deceased” remains undefined.
Policy Reversal
Under mounting pressure, CEO Sam Altman announced a shift from opt-out to opt-in for copyrighted content, giving rights holders more granular control. However, users have already discovered workarounds using unofficial character names and altered prompts.
Digital safety experts warn of broader implications. “It’s as if deepfakes got a publicist and a distribution deal,” said Daisy Soderberg-Rivkin, a former TikTok trust and safety manager.
OpenAI is now developing revenue-sharing models with rights holders, but legal experts predict this controversy signals just the beginning of a protracted battle between Silicon Valley and Hollywood over AI’s role in content creation.
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