OpenAI Collaborates with SAG-AFTRA and Talent Agencies to Combat Sora Deepfakes

OpenAI has partnered with Bryan Cranston, SAG-AFTRA, and major talent agencies including United Talent Agency (UTA) and Creative Artists Agency (CAA) to address the misuse of its Sora 2 deepfake technology. The MOVE follows the emergence of unauthorized clips featuring Cranston's likeness and voice, which surfaced shortly after Sora 2's late September launch. Cranston, unaware of the videos until they were brought to his attention, expressed frustration but acknowledged OpenAI's efforts to strengthen safeguards.

The collaboration aims to curb unauthorized replication of actors' identities, a growing concern as AI tools like Sora 2 blur the lines between creativity and infringement. OpenAI's policy adjustments come amid mounting pressure from talent agencies, which have accused the company of training its models on copyrighted material. Earlier this year, CAA and UTA labeled Sora a direct threat to intellectual property rights.

Controversy escalated when users generated offensive deepfake videos of Martin Luther King Jr., prompting his estate to intervene. OpenAI complied with takedown requests, but the incident underscored the technology's potential for harm. The backlash continues, with Zelda Williams, daughter of the late Robin Williams, also voicing concerns.