Hollywood powerhouse WME has firmly shut the door on OpenAI‘s latest Sora 2 video generation tool, opting all its clients out of the controversial AI system in a bold defensive move. The agency’s decision establishes a clear boundary: OpenAI does not have permission to use WME talent likenesses or images in its increasingly realistic AI video environments.
The updated Sora 2 platform introduces several features raising industry alarm, including capabilities to insert people into AI-generated scenes, add dialogue, and incorporate sound effects that dramatically enhance realism. WME’s digital strategy head, Chris Jacquemin, emphasized that artists should maintain control over how their likeness appears in any medium, including AI-generated content.
This rejection arrives amid growing concerns about Sora 2’s “Cameos” feature, which enables users to upload short video or audio clips to insert themselves into AI-generated environments. The technology’s ability to reproduce well-known characters and settings with striking similarity to original studio versions has sparked particular outrage among content creators and rights holders. Many in Hollywood view this as part of a troubling trend where fair use claims by tech companies are being leveraged to train AI models on copyrighted material without proper permissions.
WME has criticized OpenAI’s approach of implementing an “opt-out” rather than “opt-in” system, effectively placing the burden on talent to withdraw from participation. The agency characterizes its thorough rejection as necessary protection against potential exploitation and compensation issues for artists whose likenesses might otherwise be used without proper authorization or payment.
Forcing creators to actively opt out rather than seek permission represents an unacceptable reversal of traditional rights management principles.
Other major Hollywood representatives including CAA and UTA have joined WME in opposing Sora 2, reflecting industry-wide resistance to AI tools perceived as threats to job security and artistic integrity. This move mirrors similar protective actions taken by music industry giants like Sony Music Group and Warner Music Group against AI companies. The controversy coincides with SAG-AFTRA members’ protests over AI-created digital characters. The pushback resembles efforts by songwriters represented through performance rights organizations who seek to ensure proper licensing and royalty payments when their creative works are used commercially. The dispute highlights how creative professionals are increasingly seeking to protect sync licensing deals that provide substantial income when their content is used in visual media.
OpenAI has acknowledged the backlash, promising to remove generated characters from Sora’s public feed and implement updates giving rightsholders more control. CEO Sam Altman committed to developing more granular character generation controls in future versions, though industry insiders remain skeptical about these pledges.
The standoff highlights growing tensions between traditional entertainment business models and rapidly advancing AI capabilities that can potentially bypass established intellectual property frameworks.
