Sora update: OpenAI will require copyright holders to opt out

OpenAI launched Sora, its AI video app for iOS users, last week, and it quickly shot to the top position on the Apple App Store charts — despite the fact that the app is invite-only.

Powered by the Sora 2 video model, the Sora app lets users create and share AI videos in a TikTok-like feed. If you've gained access to Sora, you've probably noticed a common thread on the platform: There's a lot of copyrighted content being used for these AI-generated videos. Mashable's tech editor said over the weekend that the Sora app feed was dominated by popular characters from SpongeBob Squarepants, Rick & Morty, and various Nintendo franchises. CNBC also reported on one popular Sora video featuring OpenAI CEO Sam Altman standing alongside Pokémon characters.

"I hope Nintendo doesn't sue us," the AI-generated Altman says in the video.

If you assumed OpenAI cleared the use of intellectual property like Pokémon with copyright holders like The Pokémon Company or Nintendo, you'd be wrong.

An OpenAI representative told Mashable that the company is taking an opt-out approach when it comes to copyright, pointing to the company's Copyright Dispute form. This means intellectual property is fair game unless the copyright holder contacts OpenAI and opts-out from the platform. In fact, an OpenAI spokesperson told Mashable that copyright holders cannot request a blanket opt-out for their IPs. Instead, copyright holders must request specific characters be blocked or flag specific videos.

OpenAI appears to realize that it needs to work more with copyright holders, however. Over the weekend, users began sharing screenshots of "Content Violation" warnings. In the freewheeling days after the app's launch, users could make videos featuring all sorts of copyrighted material, but that seems to be changing fast.

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Interestingly, the Wall Street Journal reported that before Sora's launch, OpenAI reached out to talent agencies and film studios to notify them about Sora and that their copyrighted works could appear in the app.

In an Oct. 3 post on his personal blog, OpenAI CEO Altman told users to "expect a very high rate of change," and admitted that OpenAI would need to monetize Sora to cope with user demand.

"We are hearing from a lot of rightsholders who are very excited for this new kind of 'interactive fan fiction' and think this new kind of engagement will accrue a lot of value to them, but want the ability to specify how their characters can be used (including not at all)," Altman wrote.

In addition, in a post on X published on Sunday, OpenAI's Head of Sora Bill Peebles said that the company is going to put restrictions on the app's cameos feature. The cameos feature in Sora allows users to upload real video of themselves in order to enable Sora users to generate AI content with their likeness and image.

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According to Peebles, Sora users will be able to choose exactly how their likeness is used. Peebles used the example of users putting restrictions such as "don't put me in videos that involve political commentary" or "don't let me say this word."

Disclosure: Ziff Davis, Mashable’s parent company, in April filed a lawsuit against OpenAI, alleging it infringed Ziff Davis copyrights in training and operating its AI systems.