Background on Sora and emerging concerns

Sora, OpenAI’s new AI video‑generation app, allows users to create and share videos that can incorporate the recorded likenesses of real people. Shortly after its launch, users began producing clips featuring well‑known actors and public figures without consent, prompting criticism from the entertainment industry and civil rights advocates.

Actor and union response

Actor Bryan Cranston observed that his likeness was being used in Sora‑generated videos and alerted the Screen Actors Guild‑American Federation of Television and Radio Artists (SAG‑AFTRA). Together with several talent agencies, the union negotiated an agreement with OpenAI that requires celebrities to opt in before their images or voices can be incorporated into AI‑generated content.

Estate of Martin Luther King Jr. involvement

The estate of Dr. Martin Luther King Jr. also voiced concerns after users created disrespectful depictions of the civil‑rights leader. Representatives of the estate requested that OpenAI stop using the late leader’s likeness, and OpenAI affirmed that authorized representatives can demand exclusion of any public figure’s image from Sora.

OpenAI’s updated safeguards

In response to the pressure, OpenAI said it has strengthened guardrails around the replication of voice and likeness. The company emphasized that it regrets unintentional generations that lead to disrespectful or non‑consensual portrayals. OpenAI also noted that its system already rejects certain requests, such as videos of specific well‑known performers, though it acknowledged that the safeguards are not perfect.

Implications for AI content creation

The agreement highlights the growing tension between AI developers and rights holders over the use of personal likenesses in generative media. By requiring opt‑in consent and providing a mechanism for removal, OpenAI aims to balance innovative AI capabilities with respect for individual and estate rights.

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