Openai, creator of ChatGpt, will soon introduce controls that allow content rights owners to determine how characters will be used in SORA, an AI video generation tool, and share revenue with those who allow such use.
The company will provide rights holders with “more control over character creation,” CEO Sam Altman said in a blog Friday. Copyright holder options such as television and film studios include the ability to block character use.
As businesses seek to balance innovation with fair compensation for creators, scrutiny over AI-generated content and its impact on intellectual property rights is growing.
Openai launched SORA as a standalone app this week. This was initially available in the US and Canada. Videos created with the app can be up to 10 seconds long. The app quickly becomes more popular and allows users to generate and share AI videos that can be drawn from copyrighted content and shared on streams like social media.
The company's copyright policy is expected to cause tension in Hollywood. Disney, at least one major studio, has opted out of bringing the material into the app, people familiar with the issue told Reuters.
Openai will also introduce a revenue sharing model for copyright holders that allow users to generate characters, Altman writes. He said users often create significantly more video content than expected for their niche audiences, prompting the need for a monetization strategy.
Altman acknowledged that the revenue sharing framework “takes some trial and error to take it,” but said implementation would start soon after Openai tested the different approaches within SORA and deployed a consistent model across the wider product suite.
Microsoft-Backed Openai launched a SORA model for public use last year, expanding its foray into multimodal AI technology, competing with similar text-to-video tools from Google at Meta and Alphabet. Meta recently announced Vibes, a platform that allows users to create and share videos generated in short format AI.
