Hollywood Agencies Denounce OpenAI’s Sora as “Exploitation”

Hollywood powerhouse Creative Artists Agency (CAA) has sharply criticized OpenAI’s newly launched video creation platform, Sora, citing “significant risks” to their represented talent and their intellectual property. The move underscores the growing unease within the entertainment industry regarding the unchecked proliferation of generative AI and its potential for copyright infringement.

CAA, which represents A-list stars like Doja Cat, Scarlett Johansson, and Tom Hanks, issued a strongly worded statement questioning OpenAI’s stance on creator compensation and attribution. “Does Open AI believe they can just steal it, disregarding global copyright principles and blatantly dismissing creators’ rights, as well as the many people and companies who fund the production, creation, and publication of these humans’ work? In our opinion, the answer to this question is obvious,” the agency declared, taking a firm stance against the perceived exploitation of artistic works.

OpenAI had not issued an immediate response to requests for comment.

While expressing an openness to dialogue, CAA emphasized that it is actively collaborating with intellectual property experts, labor unions, legislators, and international policymakers to formulate concrete solutions and safeguards. “Control, permission for use, and compensation is a fundamental right of these workers,” CAA stated. “Anything less than the protection of creators and their rights is unacceptable.”

Sora, which debuted last week and rapidly amassed over 1 million downloads, has garnered attention for its ability to generate AI-driven video clips, often featuring recognizable characters and brand elements. Its rapid adoption has simultaneously sparked fierce debate over ethical considerations and potential copyright violations.

OpenAI initially adopted an “opt-out” system, permitting the use of copyrighted material unless formal requests were made by studios or agencies to exclude their intellectual property. This approach has been met with considerable pushback, with critics arguing that it places an undue burden on rights holders to actively monitor and restrict unauthorized AI usage.

CEO Sam Altman previously indicated a willingness to provide rights holders with “more granular control over generation of characters.” However, details surrounding the implementation and efficacy of these controls remain unclear.

Adding to the mounting pressure, rival talent agency WME reportedly instructed its agents to preemptively “opt-out of the latest Sora AI update” for all WME clients, regardless of whether individual IP rights holders had done so, as reported by the LA Times. This proactive measure reflects the industry’s increasing concern over the potential misuse of talent likeness and associated intellectual property.

United Talent Agency (UTA) echoed these sentiments, denouncing Sora’s usage of copyrighted material as “exploitation, not innovation.” In a statement, UTA asserted, “There is no substitute for human talent in our business, and we will continue to fight tirelessly for our clients to ensure that they are protected. When it comes to OpenAI’s Sora or any other platform that seeks to profit from our clients’ intellectual property and likeness, we stand with artists.”

Adding further fuel to the fire, Disney reportedly sent a letter to OpenAI explicitly stating that it had not authorized the copying, distribution, public display, or performance of any image or video incorporating its copyrighted works and characters. Disney also asserted it had no obligation to opt-out to preserve its rights.

The Motion Picture Association (MPA) also weighed in on the matter, urging OpenAI to take “immediate and decisive action” against videos produced by Sora that demonstrably infringe upon copyrighted material.

The entertainment sector has voiced growing apprehensions regarding copyright protection as generative AI technology advances. This isn’t the first time OpenAI and its peers have faced scrutiny. The legal landscape surrounding AI-generated content remains murky. Copyright laws are struggling to keep pace with the rapid technological advancements, leading to ambiguous interpretations regarding fair use and derivative works within the context of AI.

Earlier this year, Universal and Disney initiated legal action against Midjourney, alleging the unauthorized use and dissemination of AI-generated recreations of characters from their cinematic franchises, despite explicit requests to cease such activities. Disney previously issued a cease-and-desist notice to AI startup Character.AI, demanding the cessation of unauthorized usage of its copyrighted characters.