OpenAI has announced upcoming changes to Sora 2, their video generation platform, in response to feedback from users and rightsholders. The company is introducing more granular controls for rightsholders regarding the generation of characters, building on the existing opt-in model for likeness. This adjustment aims to provide rightsholders with expanded authority over how their intellectual property and character likenesses are used within the platform’s generative capabilities.
The update is set to roll out soon, although a specific release date has not been disclosed. Sora is currently available to a limited group of testers and partners, with wider public access pending further development. These upcoming controls are designed for content creators, studios, and intellectual property owners who want to manage how their characters appear in AI-generated videos, addressing concerns about unauthorized likeness usage.
Sam Altman announced plans to give rightsholders more granular controls over generation of characters and potentially a revenue sharing program.
— TestingCatalog News 🗞 (@testingcatalog) October 4, 2025
Will NFT IP > Sora Cameo > Revenue be ever a thing?
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Technically, the new controls will allow rightsholders to specify conditions under which their characters’ likenesses may be generated, providing options beyond a simple opt-in or opt-out. This marks a shift from previous versions of Sora, which offered less nuanced management, and aligns with industry calls for more robust rights management in AI-driven content platforms.
OpenAI is implementing these changes as part of its ongoing efforts to balance creative freedom with the protection of intellectual property. Sora is the company’s flagship generative video model, capable of producing high-quality clips from text prompts, and is being refined based on real-world use and feedback from stakeholders.
