OpenAI wants your brand mascot on Sora. What could possibly go wrong?

The social media era taught brands to cede some control of their IP. Generative AI is a new, more complicated test. When OpenAI launched its text-to-video app Sora in September, there was immediate blowback. To absolutely no one’s surprise, users on the platform had a field day using popular characters in their AI-generated videos, in all sorts of—admittedly creative!—situations. (See OpenAI founder Sam Altman grilling Nintendo’s Pikachu.)