Celebrity estates push back on Sora as app surges to No.1

OpenAI’s short-video app Sora topped one million downloads in under a week, then ran headlong into a likeness-rights firestorm. Celebrity families and studios demanded stricter controls. Estates for figures like Martin Luther King Jr. sought blocks on unauthorised cameos.

Users showcased hyperreal mashups that blurred satire and deception, from cartoon crossovers to dead celebrities in improbable scenes. All clips are AI-made, yet reposting across platforms spread confusion. Viewers faced a constant real-or-fake dilemma.

Rights holders pressed for consent, compensation, and veto power over characters and personas. OpenAI shifted toward opt-in for copyrighted properties and enabled estate requests to restrict cameos. Policy language on who qualifies as a public figure remains fuzzy.

Agencies and unions amplified pressure, warning of exploitation and reputational risks. Detection firms reported a surge in takedown requests for unauthorised impersonations. Watermarks exist, but removal tools undercut provenance and complicate enforcement.

Researchers warned about a growing fog of doubt as realistic fakes multiply. Every day, people are placed in deceptive scenarios, while bad actors exploit deniability. OpenAI promised stronger guardrails as Sora scales within tighter rules.

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