OpenAI is pivoting its approach to intellectual property within its new video generation tool, Sora. CEO Sam Altman confirmed that the company is developing “granular” opt-in controls, effectively moving away from a system that previously required copyright holders to proactively request the removal of their assets.
The Shift Toward Granular Copyright Control
The update, detailed in a blog post published Friday, addresses concerns from Hollywood studios and agencies. Prior to this, reports from The Wall Street Journal indicated that OpenAI initially expected rights holders to opt out of having their IP included in AI-generated content.
Altman’s new proposal suggests a transition to an “opt-in” model. This would prevent users from generating videos featuring copyrighted characters unless the respective studios or rights holders explicitly grant permission.
Balancing Fan Fiction and IP Protection
Sora has gained rapid popularity, with users already utilizing the tool to create videos featuring iconic characters like Pikachu and SpongeBob—sometimes even incorporating deepfakes of Altman himself to comment on the platform’s copyright policies.
“We are hearing from a lot of rights holders who are very excited for this new kind of ‘interactive fan fiction’,” Altman noted. However, he acknowledged that these stakeholders demand the authority to specify how their characters are utilized, including the option to restrict their use entirely.
Monetization and Future Integration
Beyond copyright management, OpenAI is exploring pathways for video monetization. While the company previously limited its revenue model to charging for high-demand usage, Altman clarified that the firm is actively looking into sustainable financial structures for video generation.
This strategy may include revenue-sharing agreements with rights holders. Altman expressed optimism that the engagement generated by Sora could provide significant value, stating, “Our hope is that the new kind of engagement is even more valuable than the revenue share, but of course we want both to be valuable.”
Despite these proactive measures, Altman conceded that the system may not be perfect, noting that there will likely be “some edge cases of generations that get through that shouldn’t.”