OpenAI redefines Sora 2: Controlling Rightsholders and Monetizing Generative AI 🏆

OpenAI, the company behind ChatGPT, has announced major changes to Sora 2, its new AI-powered video generation tool. Revealed by CEO and co-founder Sam Altman on October 4, 2025, these adjustments aim to address growing concerns about copyright and the economic viability of AI-generated content. Coming just days after the launch of Sora 2 on October 1, 2025, these developments mark a significant step forward in the regulation and commercialization of creative AI tools

🏆 Strengthening Rightsholder Control

The first and most crucial change concerns the use of protected works. In the face of criticism and concerns from licensees such as Pokémon or Rick & Morty, whose content would have been used to train the model, OpenAI introduces a stricter control mechanism. Previously, the model operated on an “opt-out ” principle, whereby rights holders had to actively object to the use of their works. From now on, the situation changes radically. Rights holders will have “more precise control over character generation”. This means that they will not only be able to prohibit any use of their works, but also define the exact terms of their representation by Sora 2. This move towards a model more akin to “opt-in” represents a recognition of the intellectual value of original works, and an attempt to build a more equitable relationship with creators

Sam Altman stressed the importance of “applying the same standards to everyone”, and expressed his admiration for Japanese creativity. He declared that he had been “struck by the depth of the connection between users and Japanese content”, implicitly recognizing the sensitivity and cultural value of works from this region:

“Japan’s remarkable creativity has struck us by the depth of the connection between users and Japanese content, and we are committed to protecting these creations.” – Sam Altman, CEO of OpenAI.

This measure divides users: some welcome fair protection for creators, others fear a restriction on creative freedom and an impoverishment of generatable content. Altman warned, however, that despite these controls, some cases of “unwanted” generation could persist, notably through clever prompts aimed at circumventing the protections

🏆 Towards a Remunerative Business Model

The second major focus of these announcements concerns the monetization of videos created with Sora 2. OpenAI notes that users are producing a higher volume of content than expected, often for a limited audience. To remedy this situation, OpenAI is actively exploring revenue models. One promising approach would be to share part of the revenues generated with the rights holders whose characters or universes are used by the video creators. This approach could radically transform the AI-driven content creation landscape, aligning the financial interests of developers, creators and intellectual property owners

This potential revenue sharing could not only encourage more licensees to authorize the use of their works, but also open up new economic opportunities for content creators on the platform. It’s an attempt to build a sustainable ecosystem where AI-assisted creation can thrive while respecting the rights of original creators

🏆 Future implications and prospects

These decisions by OpenAI mark a crucial turning point in the debate on the ethics and legality of generative AI . They show a willingness on the part of the company to address the legitimate concerns of rights holders, while seeking to establish a viable business model for its tools. The balance between technological innovation and respect for intellectual property lies at the heart of these adjustments. For the creative industry, this could mean greater confidence in AI tools, with clearer frameworks for the use and remuneration of works. For AI developers, it sets a new standard for accountability and transparency. OpenAI’s ability to effectively implement these changes and maintain an open dialogue with all stakeholders will be crucial to the future of Sora 2 and, more broadly, the generative AI sector

These developments are taking place at a time when AI regulations are still in the making. OpenAI’s proactivity could therefore influence future legislation by proposing concrete solutions to the legal and ethical challenges posed by AI. It remains to be seen how iconic licenses like Pokémon will react to these new proposals, and whether they will agree to be used on the platform

🏆 Summary of Key Changes

In conclusion, these announcements position OpenAI as a proactive player seeking to reconcile technological innovation with respect for intellectual property rights. By offering more control to rights holders and exploring fair monetization models, OpenAI is trying to lay the foundations for a future where generative AI can thrive in harmony with the creative industries. The “very steady pace of evolution” promised by Sam Altman suggests that further adjustments and developments are to be expected in this ever-changing field