On October 4, 2025, OpenAI CEO Sam Altman announced that Sora, the companys text to video AI app, will add granular opt in copyright controls to give rights holders explicit authority over how characters and branded assets appear in machine generated videos. The move replaces an earlier default opt out approach and responds to industry and regulatory pressure about unauthorized use of copyrighted likenesses.

Why copyright controls matter for text to video AI

Sora lets users generate short videos from natural language prompts that can include recognizable characters, likenesses, and branded intellectual property. Since its invite only launch it attracted scrutiny because it made it easy to depict copyrighted properties without clear permission. That raised concerns about economic harm, brand misuse, and legal exposure for platforms under emerging AI copyright law and generative AI regulation.

Key terms explained

• Opt in: A system where rights holders actively grant permission before a use is allowed.
• Opt out: A default that allows use unless a rights holder takes action to block it.
• Content ID style systems: Technical platforms that identify copyrighted material and allow rights holders to claim, block, or monetize uses.

Key findings and details

• Shift in default model: OpenAI will move from a default opt out posture to an opt in model where rights holders set explicit permissions.
• Granular permissions: Owners can specify per character rules, allowed contexts such as parody or endorsement, content restrictions, and monetization options.
• Registry and tooling: OpenAI plans to build an IP registry and enforcement tooling so permissions are machine readable and can be enforced during generation.
• Mixed reception: Some studios welcomed stronger control and potential revenue sharing while others remain skeptical about enforcement scope and how policing will work at scale.

Concrete examples of the granular controls described

• Per character rules where rights holders define which characters may appear and under what conditions.
• Context filters that distinguish parody, political speech, or commercial endorsement.
• Monetization toggles that let owners choose whether derivative uses can be monetized and how revenue is shared.
• Enforcement signals from the registry that provide machine readable permissions for Soras generation pipeline to honor.

Implications for creators, platforms, and rights holders

1. Reduced legal exposure: Moving to opt in reduces the risk that OpenAI will be seen as facilitating widespread unauthorized uses. Rights holders that participate gain control and can monetize sanctioned uses.
2. Technical and scale challenges: Building a reliable registry and enforcement layer is nontrivial. Content ID style systems required years of iteration. Matching prompts and generated imagery to specific IP ownership in real time will demand sophisticated detection, real time checks, and appeals processes.
3. Business model shifts: If OpenAI implements monetization and revenue sharing, it could create a new licensing channel for IP owners and change how creators and studios capture value from AI driven content.
4. User experience trade offs: More guardrails could mean fewer surprise outputs but clearer pathways to create with licensed characters, balancing creativity and compliance will be a core UX challenge.

A measured perspective

This change aligns with broader trends in AI IP governance and generative AI ethics. Platforms are increasingly adopting mechanisms that give rights holders more control and clearer monetization routes. Success depends on technical accuracy, transparent processes, and fair commercial terms. OpenAI will likely pilot these tools iteratively and collaborate with studios and creator groups to make the registry workable.

FAQ and common questions

• Can I copyright something made with generative AI?

  Questions about who owns copyright in AI generated content in 2025 remain complex and depend on jurisdiction and how much human authorship is involved. Rights holders and platforms should follow evolving guidance under AI copyright law and consider clear licensing terms.

• What are the new rules for AI generated videos?

  Sora aims to let rights holders set per character rules and context filters. That means certain uses may be allowed like parody while commercial endorsements may require explicit licenses.

• How do I protect my ideas when using AI?

  Creators should understand AI content ownership policies, use platforms that support copyright compliance for AI text to video tools, and consider registering key assets with rights management systems if available.

• What are the legal risks of AI created videos in 2025?

  Risks include potential copyright infringement, misuse of likeness, and contractual disputes. Platforms adopting opt in registries aim to reduce those risks but enforcement and scale remain real challenges.

Conclusion

OpenAIs move to granular opt in controls for Sora is a meaningful pivot toward reconciling generative creativity with intellectual property rights. If implemented well, it could become a template for how text to video and other generative platforms manage copyrighted material. The next milestones to watch are the registry design, onboarding processes for rights holders, and enforcement and monetization mechanics. Businesses and creators should prepare for a landscape where permissioned, transparent use of IP becomes the default rather than the exception.