OpenAI (PC:OPAIQ), backed by Microsoft (MSFT), will soon allow content owners to decide how their characters are used in its new video app Sora. The company will also share revenue with those who allow such use. Chief Executive Sam Altman said rights holders will gain detailed control over how their characters appear in videos. They can also block the use of their material if they prefer.
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New Rules for Rights Holders
The change comes as studios and creators question how AI tools use their content. OpenAI said the new controls are meant to give television and movie studios more say in how their work is generated and shared. The company plans to start testing a revenue-sharing system that will reward those who give access to their characters. Altman noted that it will take time to find the right approach, but the company wants to build a fair model across all its products.
Sora, which launched this week as a standalone app in the U.S. and Canada, allows users to create and share 10-second AI videos. The app has gained quick attention as users explore new ways to generate short clips. However, some major studios are cautious. Disney (DIS) has reportedly chosen to block its characters from appearing in the app.
Balancing Creativity and Copyright
The move reflects growing pressure on AI firms to protect intellectual property. As more users make AI-generated videos, companies must balance innovation with fair pay for creators. OpenAI’s system could set a standard for how platforms manage copyrighted material while keeping their tools open to users.
Meta Platforms (META) and Alphabet (GOOGL) (GOOG) are also expanding into AI video creation, adding more competition in the space. Meta recently launched its own short-form AI video platform called Vibes. As these tools become more common, the question of how to pay and protect creators will continue to shape the next stage of the artificial intelligence market.
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