New Controls for Copyright Owners
OpenAI has announced upcoming measures to give content owners greater authority over how their characters are used within its AI video app, Sora. The initiative is designed to address growing concerns about copyright protection in the age of AI-generated media.
Chief Executive Sam Altman confirmed that rights holders will be granted granular control over how their intellectual property is applied. This includes options to block the generation of specific characters. The move comes amid heightened scrutiny of AI’s impact on creative industries, especially film and television.
Balancing Innovation and Copyright
AI-generated content has sparked debate worldwide. Companies are searching for ways to innovate while ensuring fair compensation for creators. OpenAI’s plan aims to strike this balance by protecting rights holders while still allowing users to experiment with generative video technology.
Altman emphasized that the controls will provide a framework that respects both innovation and ownership. He also noted that some content owners, such as Disney, have already opted out of having their characters featured in Sora.
Revenue-Sharing Model to Be Introduced
Alongside content controls, OpenAI will roll out a revenue-sharing system for copyright owners who permit their characters to be used. This model is intended to reward rights holders while supporting Sora’s rapid growth.
Altman acknowledged that the revenue-sharing system will need refinement. He stated that the company will test different methods within Sora before applying a consistent model across its broader suite of AI products.
Sora App Gains Quick Popularity
Launched as a standalone app in the United States and Canada, Sora allows users to generate AI-powered videos up to 10 seconds long. The app has quickly risen in popularity, with users creating a high volume of content for niche audiences.
Videos can be shared on social media-style feeds, giving creators an easy way to distribute their AI-generated content. However, this has raised concerns about the potential misuse of copyrighted material without proper authorization.
OpenAI’s Growing AI Ecosystem
The release of Sora builds on OpenAI’s push into multimodal AI technologies. Last year, the company introduced the Sora model for public use, marking its entry into text-to-video generation. With competition from companies like Meta and Google, OpenAI’s emphasis on monetisation and copyright control positions Sora as a more sustainable platform.
What Comes Next
OpenAI’s new measures will roll out soon, with further updates expected in the coming months. Content owners and creators alike will be watching closely to see how the balance between protection and creativity develops.
The company’s approach could set a precedent for AI video platforms worldwide, offering both legal safeguards and revenue opportunities for the creative industry.
