Sora Is Here, What Should Creators Do?

I usually try to avoid talking too much about AI, since it’s all anyone ever talks about, but with the launch of the Sora app I feel like I need to weigh in. If you don’t know about Sora 2, it’s OpenAI’s new text-to-video model built into a social platform called Sora. Basically, it lets users type a prompt (or upload a short video) to generate realistic video clips. Sora has already faced some legal issues, with many of its features going offline on Tuesday, but not before hundreds of videos featuring popular IP and creators flooded the front page.

Sora launched with the ability for individuals, celebrities, creators, and artists to scan their face, allowing consumers to create videos with their likeness. Not long after the announcement, agencies were quick to say their artists were opting out of scanning their face (or never opting in). This doesn’t mean you can’t use someone else’s likeness. The app gives users the option to make their likeness public through a face scan, which can then be used to generate video. Easily recognizable figures are going to dominate the app over the next few weeks.

I totally understand that POV given the recent lawsuits around Disney and Universal, and if you’re an IP rightsholder like Nintendo, you probably don’t want people freely making content with your IP on the internet. But through all of this, it had me thinking, are there positives to Sora?

You’ve all heard me talk about clipping and how the internet is the attention economy, and how you have to be consistently generating attention to compete at the highest level. Sora could be a way for creators to gain immense amounts of attention and allow consumers to make UGC with their faces (iJustine has 4,000 remixes already). I wouldn’t be surprised if we see a lot more creators follow in the footsteps of iJustine by allowing the community to make content. This may be short-lived, and they may decide after a few months that it isn’t worth it, but I do expect people to allow the platform to create on their behalf.

1️⃣ There’s a lot of popular IP being used, and that’ll probably keep happening until they step in and start filing takedowns. We’ll have to see how OpenAI handles that.

2️⃣ Does this allow creators to utilize clipping at scale? Because now people can create any kind of content, not just from what actually exists. Or if a moment goes viral, does it let the community create a hundred pieces of content similar to the original video?

3️⃣ Software that recognizes your likeness across these apps is going to become more valuable. I can’t imagine the Bob Ross estate gave Sora any permission, and he’s all over the app right now.

4️⃣ Will this change how creators work with brands? It probably makes it more seamless for creators to integrate brands, holding a Pepsi can, going on a theme park ride, whatever.

Sora feels like a real shift for the creator economy. Content creation is no longer limited by skill, tools, or time. It’s now about how fast and how creatively you can move. For creators, attention is the currency, and those who lean into these tools early will move ahead of everyone else. At the same time, authenticity and community will matter more than ever. When anyone can generate anything, creators will have to work harder to stand out and remind people why their voice actually matters.

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