Sam Altman, chief govt officer of OpenAI Inc., throughout a media tour of the Stargate AI knowledge heart in Abilene, Texas, US, on Tuesday, Sept. 23, 2025.
Kyle Grillot | Bloomberg | Getty Images
OpenAI is debuting what it payments as its most superior video technology mannequin but, alongside a brand new iOS app designed to convey artificial intelligence-powered video creation to on a regular basis customers.
The Sora 2.0 mannequin builds on an earlier model released this 12 months as a analysis preview. OpenAI mentioned the brand new launch represents a serious leap in bodily realism, audio-video synchronization, and multi-shot storytelling.
The new app, which can also be known as Sora, is invite-only to start out with and can let customers create, remix, and cameo in AI-generated movies utilizing textual content or photographs with built-in controls for security, likeness, and provenance.
The rollout is already elevating considerations round mental property guidelines.
The Wall Street Journal reported Monday that OpenAI is notifying studios and expertise businesses that, until they explicitly decide out, their copyrighted materials could also be mirrored in Sora-generated content material.
OpenAI says its strategy builds on present content material insurance policies used for its picture technology instruments.
The firm views this model of engagement, the place customers remix or reference acquainted fictional worlds, as a type of fan expression and inventive play.
Executives mentioned they’ve seen robust consumer curiosity in utilizing AI to work together with tales and characters they love, and so they imagine Sora introduces new methods for individuals to have interaction with these fictional universes.
OpenAI has additionally drawn a transparent line between copyrighted IP and particular person likeness.
While characters or visible kinds from standard franchises might seem until blocked, people can’t be generated in any respect — by way of immediate or picture — until they’ve submitted a verified cameo.
The coverage is meant to offer individuals full management over how, when, and whether or not they seem in any AI-generated content material.
The app rolls out Tuesday within the U.S. and Canada with an invite-only system. A Pro model, net entry, and developer API are all coming quickly.
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