OpenAI Tightens Controls On Sora After Backlash Over Celebrity Deepfakes

OpenAI has implemented stricter protections for its video generation model, Sora, following mounting criticism over the unauthorised use of celebrity likenesses in AI-generated videos. The company made the announcement in a joint statement with SAG-AFTRA, actor Bryan Cranston, and several major talent agencies earlier this week.

After multiple AI-generated clips featuring real public figures – ranging from actors to scientists – circulated online without their consent, reigniting debate about digital consent and ethical AI usage within media production, Sora initiated this move to clear its name in terms of ethics in AI use in media production.

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Bryan Cranston, whose image and voice were replicated in several such clips, praised OpenAI’s response. “I was deeply concerned not just for myself, but for all performers whose identities can be misused,” Cranston said. “I appreciate OpenAI’s response and hope this leads to industry-wide respect for our likeness and voice rights.”

The joint statement—endorsed by SAG-AFTRA, United Talent Agency, Creative Artists Agency, and the Association of Talent Agents—sets a precedent for how AI companies might handle likeness rights moving forward. Under the updated policy, Sora will block the creation or reproduction of any celebrity or public figure’s image or voice without explicit permission.

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This shift coincides with an increase in legislative scrutiny. The forthcoming No Fakes Act (Nurture Originals, Foster Art and Keep Entertainment Safe Act) seeks to protect artists against AI-enabled impersonation or unauthorised uses of their creative identities.

OpenAI CEO Sam Altman emphasised that protecting performers is a core priority: “OpenAI is deeply committed to protecting performers from the misappropriation of their voice and likeness. We were early supporters of the No Fakes Act and will continue to stand behind the rights of performers.”