OpenAI Is Building a “Sora Economy”—Where Creators Get Paid for Their Characters

| October 31, 2025

OpenAI is doing something new with its AI video tool Sora: it’s letting copyright owners get paid when their characters, art, or likenesses appear in AI-generated videos.

The company calls this the “Sora economy.” And it could be a game-changer for artists, studios, and brands.

“We imagine a world where rights holders have the option to charge extra for cameos of beloved characters and people,” said Bill Peebles, head of Sora.

 

From “Opt-Out” to “Opt-In”—A Big Shift

In the past, AI systems like Sora used an “opt-out” model: they trained on public content by default, and creators had to ask to be removed—often after their work was already used.

Now, OpenAI is switching to an “opt-in” system. That means:

• Creators must give permission first before their IP is used

• They can set detailed rules: “Only in family-friendly scenes,” “No action violence,” “Max 10-second clips,” etc.

• And if someone uses their character, they could earn money through a revenue-sharing model

This move responds to years of criticism from writers, actors, and studios who felt AI companies were profiting from their work without consent—or compensation.

Why Now?

Sora’s popularity exploded after its September launch—hitting #1 on the App Store and racking up millions of downloads. But generating AI video is extremely expensive, requiring powerful GPUs and massive energy.

To keep Sora running—and growing—OpenAI needs a sustainable business model. Monetizing licensed content could help cover costs while rewarding the people who make culture worth copying.

Not Without Controversy

There’s one awkward twist: OpenAI’s “Cameo” feature is currently being sued by Cameo Inc., the real company that sells personalized celebrity videos. They say the name causes confusion and threatens their business.

Still, the broader idea—paying creators for AI use—is gaining support. Even Sam Altman confirmed OpenAI will give rights holders “more granular control” over how their characters appear in Sora.

What This Could Mean for the Future

If this works, we might see:

• Disney licensing Mickey Mouse for AI ads

• Game studios selling “AI skins” of their heroes

• Musicians offering AI versions of themselves for fan videos

It’s not just about avoiding lawsuits—it’s about building trust. And maybe, finally, making AI a partner to creativity, not a threat.

Because great stories deserve great respect—and fair pay.