OpenAI introduces new Sora features to give creators control and share revenue
OpenAI is expanding its video-generation platform Sora, introducing tools that allow creators, studios, and rights holders to decide how their intellectual property is used, and to profit from it when they choose to participate.
Launched earlier this year, Sora can generate up to ten-second videos from written prompts, sometimes using copyrighted characters or elements. Under the new policy, OpenAI will let owners block, permit, or conditionally approve the use of their content. Those who allow it will be eligible for a share of revenue generated when users create videos featuring their characters.
OpenAI CEO Sam Altman said the company is still testing how best to distribute earnings fairly among creators. The changes are meant to address growing concerns that AI video tools could exploit copyrighted works without permission.
Balancing innovation and intellectual property
Critics have long warned that AI models like Sora risk infringing on intellectual property rights. OpenAI’s new policy seeks to find middle ground, encouraging creativity while protecting the original creators. However, the system’s default setting still allows use of copyrighted material unless the owner opts out, raising concerns about fairness and enforcement. Detecting unauthorized use and managing revenue distribution remain complex challenges.
The realism of Sora’s videos also adds a layer of risk. Some users have already shared AI-generated clips containing violent or racist content, sparking debate over whether moderation tools are strong enough to prevent misuse.
Ongoing questions over training data and transparency
OpenAI continues to face scrutiny over how Sora was trained. Observers have noticed that it can reproduce recognizable logos and cinematic styles, suggesting that some training material may include copyrighted works. The company insists it relied only on licensed and publicly available data but has yet to fully disclose its sources.
Industry analysts say Sora’s new control system could shape the future of AI-generated media. If creators see transparent, fair revenue-sharing and effective blocking mechanisms, trust could grow. If not, OpenAI risks deepening the divide between tech innovators and content owners in the ongoing clash over artificial intelligence and intellectual property.
