The mega agency Creative Artists Agency (CAA) just called OpenAI’s new video-creation app Sora a “significant risk” to their clients and intellectual property. That’s right, the folks who represent stars like Doja Cat, Scarlett Johansson and Tom Hanks (you know, actual humans) are pushing back.
They asked: does OpenAI believe that “humans, writers, artists, actors, directors, producers, musicians, and athletes deserve to be compensated and credited for the work they create?” Or does it think it can just swipe that work and toss in some ’AI magic’? CAA made their answer pretty clear.
CAA stated that control, permission for use, and compensation are “fundamental rights” for creators. Anything less? “Unacceptable.” And to add a little Hollywood flair, they’re now teaming up with IP experts, unions, and global policymakers to make sure the party doesn’t start without a contract.
Meanwhile, Sora, launched just last week and already claiming a million downloads, lets users create AI-generated clips, often featuring popular characters and brands. The problem? The default model used an opt-out system for copyrighted material: unless you said “no thanks,” your stuff could be used.
Imagine you’re an actor, athlete or artist. You work your butt off. Then suddenly some app uses your likeness or your work without asking and asks you to smile for the digital tribute. That’s basically what agencies are shouting about. Because yes, being used without being asked isn’t flattering.
And it's not just about “this time it’s my face.” It’s about a precedent where your creative output becomes the playground of machines, and you’re left wondering if you’ll ever see a dime. According to media coverage, studios like Disney have already told OpenAI they didn’t authorize use of their characters.
OpenAI said they’ll remove generated characters from Sora’s public feed and roll out updates giving right-holders more control. That’s progress. Also, some actors like Bryan Cranston are voicing relief that steps are being taken, deepfake versions of his voice and likeness apparently popped up.
The gag: control and revenue-sharing details are still murky. The agencies keep their guard up. They’re saying: “Nice update, but we’ll believe it when our clients get paid and protected.”
Here’s the thing, machines can copy, remix, reanimate. Humans create. And right now, creators are making sure they’re not replaced by a bot that gets all the credit and none of the compensation. They’re not just saying “We won’t stand for this.” They’re saying “We’ve got agents. We’ve got contracts. We’ve got rights.”
So while the headlines say “AI takes over video creation,” the real story is “Creators fight back and say ‘Not today, robot.’” And you know what? That’s a plot twist worth watching.
