2025-11-04 12:00:40
OpenAI is asking major brands to open up their intellectual property for use in AI-generated videos on Sora 2.
The ChatGPT maker calls the initiative “character cameos,” a new feature that lets users insert branded or custom characters into AI-generated videos on their new social media platform.
According to Varun Shetty, OpenAI’s vice president of media partnerships, companies could upload approved imagery – such as McDonald’s Ronald McDonald – to their Sora 2 accounts, allowing fans to use them in user-generated videos.
Brands could also set restrictions, such as blocking violent or political content or limiting usage to verified creators.
The move follows months of copyright controversy surrounding Sora 2 since its launch in September.
Users have already generated thousands of unauthorized clips featuring protected characters, including SpongeBob SquarePants and Pikachu.
OpenAI has since removed offending material and introduced automated copyright filters, though it admits the system isn’t fool-proof.
Now, OpenAI hopes to formalize relationships with rights holders by allowing them to opt in and potentially monetize character appearances.
The company is in direct talks with several global brands to explore commercial applications.
Shetty told the Wall Street Journal: “There’s a range of monetization options here that could balance what’s good for people, rights holders, talent, and users and OpenAI.”
Sora 2 is currently available in beta to ChatGPT Pro subscribers, with a premium tier offering higher-quality video generation.
OpenAI recently announced a daily video cap and pay-per-use system, with additional fees possible for branded “cameos”.
Experts say the initiative could transform digital marketing, giving brands a new way to engage audiences through interactive storytelling.
But others, including WWE parent company TKO Group, warn that commercializing IP without strict safeguards risks undermining fan engagement and devaluing brands.
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