What's happened
OpenAI's new video app Sora, launched in October, enables users to create AI-generated videos featuring deceased public figures and celebrities. Prominent figures like Mark Cuban have openly promoted their likenesses, leading to viral memes and platform popularity. The technology raises questions about rights, consent, and future social media dynamics.
What's behind the headline?
The rise of Sora highlights a significant shift in AI-generated content and social media. The platform's ability to produce high-quality deepfakes of deceased figures and celebrities taps into a desire for personalized, entertaining content but also exposes deep ethical issues. The use of public figures like Mark Cuban to promote the platform exemplifies how AI tools are becoming integrated into marketing and personal branding, blurring lines between entertainment and exploitation.
The viral nature of these videos, especially those involving controversial or humorous depictions, underscores a cultural appetite for surreal, meme-like content. However, the use of likenesses without explicit consent—particularly of family members—raises serious questions about respect, privacy, and intellectual property rights.
OpenAI's acknowledgment of the need for better rights management and control indicates an awareness of these issues, but the rapid growth and viral spread suggest that regulation and ethical standards are lagging behind technological capabilities. The platform's popularity and the resale of invite codes on eBay demonstrate a market-driven push for access, which could exacerbate misuse.
Looking ahead, the technology will likely become more sophisticated, making it harder to distinguish real from AI-generated content. This will necessitate stronger legal frameworks and ethical guidelines to prevent misuse while fostering innovation. The next steps should include clearer rights management, user consent protocols, and public education on AI content's potential harms and benefits.
What the papers say
The Guardian reports that Sora's launch has led to a surge in viral meme clips featuring historical and public figures, raising ethical concerns about the cavalier use of likenesses, especially of the deceased. Business Insider UK highlights Mark Cuban's active promotion of his likeness on Sora, turning it into a marketing tool for his business, which has sparked discussions about commercialization and consent. The same source notes the platform's rapid rise in popularity, with codes reselling on eBay and top apps ranking high in app stores.
Meanwhile, Business Insider UK also discusses the broader implications of AI-generated videos, including the response from rights holders. OpenAI's CEO Sam Altman has acknowledged that video content feels more emotionally resonant and that rights holders are more receptive to AI video use, provided there are appropriate restrictions. Altman predicts that, over time, companies will demand more control over their IP, and AI content will become a standard part of fan engagement.
The NY Post emphasizes the social media aspect, describing Sora as a new kind of platform where users remix and share AI clips, creating a viral culture of meme videos. It notes the platform's potential to redefine social media, with creators gaining large followings and invites being resold, indicating high demand and hype.
Contrasting opinions include The Guardian's focus on ethical concerns and potential disrespect, versus Business Insider's view of the platform as an innovative marketing and entertainment tool. Both acknowledge the rapid growth but differ on the implications for rights and societal impact.
How we got here
Sora was launched in October in the US and Canada as an invitation-only platform. It allows users to generate short AI videos using prompts, with a focus on deceased or consented individuals. The platform's popularity has grown rapidly, driven by viral meme content and celebrity participation, raising ethical concerns about the use of likenesses without explicit consent.
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Samuel H. Altman is an American entrepreneur, investor, programmer, and blogger. He is the CEO of OpenAI and the former president of Y Combinator.
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OpenAI is an artificial intelligence research laboratory consisting of the for-profit corporation OpenAI LP and its parent company, the non-profit OpenAI Inc.
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Mark Cuban is an American entrepreneur, television personality, media proprietor, and investor, whose net worth is an estimated $4.3 billion, according to Forbes and ranked #179 on the 2019 Forbes 400 list.