Microsoft Integrates OpenAI’s Sora into Bing—Now Pumping Out AI-Generated Videos

Bing just got a Hollywood upgrade. Microsoft slapped OpenAI’s Sora video generator into its search engine—because what the internet really needed was another way to automate content creation.

No more stock footage budgets? The feature lets users spit out custom videos with text prompts—perfect for marketers who’d rather fire their creative teams than learn Premiere Pro.

Wall Street analysts predict this will ’revolutionize engagement metrics’ (read: juice ad revenue while actual filmmakers starve). Meanwhile, Bing still can’t beat Google’s search dominance—but hey, at least it’s got AI snake oil to sell.

Text to Video for the Masses

Unlike OpenAI’s previous restrictions that kept Sora exclusive to premium tiers of ChatGPT, Microsoft is bringing the same Core technology to users of its Bing app at no cost, at least at first. Upon launching the tool, users are granted ten “fast” video generations, which produce content in seconds. Once those are exhausted, they can continue using the standard mode, albeit with longer generation times, or redeem Microsoft Rewards points to unlock more fast renders. Rewards can be earned through everyday actions like searching on Bing or shopping via the Microsoft Store.

Two years ago, Bing was the first product to ship image creation for free for our users. Today, I’m excited to share that Bing Video Creator is now available in the Bing mobile app, everywhere that Bing Image Creator is available worldwide. Powered by Sora, Bing Video Creator… pic.twitter.com/Fc8YeG4lDf

— Jordi Ribas (@JordiRib1) June 2, 2025

Videos are currently capped at five seconds, and users can queue up to three creations at once. While these limits may seem narrow, Microsoft’s approach appears to favor accessibility and experimentation. The company is positioning Bing Video Creator not just as a creative toy, but as a utility for enhancing communication and idea sharing, both socially and professionally.

A Strategic AI Showcase

Sora’s appearance in Bing is also a strategic play. Despite being one of the most talked-about generative models when it launched in late 2024, Sora has since been overshadowed by a growing list of competitors, including Runway and Luma. By embedding Sora into a widely available app and removing the paywall, Microsoft and OpenAI aim to reestablish the model’s prominence by putting it into the hands of millions worldwide.

This integration follows Microsoft’s broader AI push, which includes tools like Bing Image Creator and Copilot. While the Bing Video Creator is currently focused on consumers, its underlying technology hints at deeper enterprise implications. AI-generated video has potential uses in training, marketing, and data communication, and the simplicity of Bing’s tool could inspire new applications in professional settings.

Microsoft emphasizes that Bing Video Creator follows its Responsible AI framework. It includes safeguards to block harmful content and tags each video with content credentials for transparency. Users are encouraged to craft descriptive prompts and experiment with tone and action cues to get the most compelling results.

As AI-generated content becomes more widespread, Microsoft’s decision to offer free video creation at scale may redefine how everyday users engage with generative media. For now, the tool remains in early stages, but it offers a glimpse of a future where anyone can create vivid, dynamic video content using only their imagination.