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OpenAI just launched tighter controls in Sora, its new AI video app, giving studios and rights holders fresh power to block, allow, or make money from how their characters appear in user-made videos.
What does this mean?
Sora, OpenAI's latest app for the US and Canada, lets users whip up AI-generated videos starring nearly any character imaginable. But major Hollywood players aren't exactly thrilled. To ease concerns about copyright, OpenAI will soon let rights holders set tough guidelines: they can block certain characters, give approval, or get paid when fans feature their IP. This revenue-sharing setup borrows from music and streaming models, and it will first be tested inside Sora before possibly rolling out to other OpenAI tools. Still, heavy hitters like Disney have held back, highlighting the standoff between tech upstarts and traditional media giants. Meanwhile, Sora's user base is snowballing, and that's fueling more custom content -- and more debate over fair compensation and protection for IP owners.
The rush to police AI-generated video is changing how intellectual property gets priced. OpenAI, Meta, and Google are all jumping into the fray, shaking up the wider media landscape. The AI video market could grow fast, and the rules set now might lay the groundwork for licensing deals, partnerships, or regulations down the line. Both investors and media companies are closely tracking the early moves, as copyright questions increasingly steer industry strategy.
The bigger picture: A new chapter for digital ownership.
This Hollywood tension is really a battle between legacy control and a surge of AI-driven creation. If revenue-sharing catches on, IP holders may tap new income streams, but managing control and protecting brands is still a worry. How Sora and similar platforms strike a balance between user freedom and rights-holder pay could reshape creative industries -- and set new standards for digital rights around the world.