The controversial Sora AI video app is being shuttered, but OpenAI isn't done with generated video. Even so, Disney won't be moving forward with its content deal as a result.
Sora was a video platform formatted like TikTok where people could share their generated videos and swipe through others. The video generation was controversial from the get-go, as users could easily generate videos of copyrighted characters in compromising situations.
The platform saw a big burst in interest that immediately waned after legal action forced those copyrighted characters to get pulled. The Sora app launchd in late 2024 and will soon be shuttered.
The death of Sora was announced via a social media post. The team promised to share timelines for the app and API and details for preserving work at a later date.
Disney also shared that it would be withdrawing its $1 billion OpenAI investment. The deal would have enabled users to create AI-generated videos featuring Disney IP and even have such content appear in Disney+.
Frankly, Disney likely dodged a PR bullet there.
"As the nascent AI field advances rapidly, we respect OpenAI's decision to exit the video generation business and to shift its priorities elsewhere," a Disney spokesperson said to The Hollywood Reporter. "We appreciate the constructive collaboration between our teams and what we learned from it, and we will continue to engage with AI platforms to find new ways to meet fans where they are while responsibly embracing new technologies that respect IP and the rights of creators."
Of course, Disney isn't saying that it would abandon pursuit of AI-generated content in the future. Let's just hope this step back gives the company enough time and sense to get away from it entirely.
Sora isn't truly dead
Just like you can't permanently kill the main character in Kingdom Hearts, at least not for very long, the idea of AI-generated video isn't going anywhere. Sora's entire concept was this odd social media-like paradigm, and that's what is dying today.
Yes, I keep referencing this Sora from Disney's Square Enix collab
OpenAI still offers video generation via ChatGPT, and there are plenty of other competitors in the space. The thing is, none of them have a deal with Disney or other major copyright holders.
You may be tired of hearing this particular drumbeat, but AI is on the brink of collapse. At least, AI as we know it.
The market is unsustainable no matter how you view it. Constantly escalating demand for power and performance with little gains are leaving people jaded by the technology.
The costs are climbing, and there's seemingly no way to properly monetize AI, at least not at the scale OpenAI needs to keep operating. It's kind of a mess out there with grift after grift promising the world and delivering, well, slop.
That isn't to say AI isn't useful when utilized and executed properly. Apple's approach to AI may still prove to be the winning formula thanks to ethical data training, private AI use, and on-device models.
Whether you're seeking help with writing an app or creating a database that will be analyzed by AI tools, there are ways to have the technology work for you. Where a lot of the AI grift breaks down is this idea that humans are no longer needed.
Real art can't be created without human hands, be it a drawing, photo, video, or book. AI might be a great way to check your grammar or find patterns in data, but that human element is key.
I would like to hope that the death of Sora is some kind of sign that the AI bubble is finally popping. Sadly, what it really means is that these companies are ready to pivot yet again in the hopes of a lifeline thrown by billions in investor dollars.
At the least, Disney got out from under Sora before it handed over the keys to the kingdom. The likes of Donald, Goofy, and Mickey shouldn't be in the hands of such a heartless company eagerly serving the US government.
