Key Takeaways OpenAI strengthens Sora 2 restrictions after Bryan Cranston's likeness was used without consent. Actor collaborates with SAG-AFTRA and major talent agencies to establish new protective g...
OpenAI announced Monday that it is strengthening protections on its Sora 2 video generation platform following widespread criticism over the unauthorized use of celebrity likenesses. Actor Bryan Cranston led the charge after discovering AI-generated videos featuring his image without consent.
The artificial intelligence company issued a joint statement with SAG-AFTRA, United Talent Agency, Creative Artists Agency, and the Association of Talent Agents confirming collaborative efforts to establish stronger guardrails around voice and likeness protections.
The move comes three weeks after Sora 2's September 30 launch, which quickly drew complaints from Hollywood actors, estates of deceased celebrities, and major talent agencies.
Cranston brought the issue to SAG-AFTRA's attention after users created deepfake videos featuring his likeness during Sora 2's initial invite-only release.
While OpenAI maintained an opt-in policy requiring explicit consent for voice and likeness replication, the system's safeguards initially failed to prevent unauthorized generations.
"I was deeply concerned not just for myself, but for all performers whose work and identity can be misused in this way," Cranston said in the joint statement. "I am grateful to OpenAI for its policy and for improving its guardrails, and hope that they and all of the companies involved in this work respect our personal and professional right to manage replication of our voice and likeness."
SAG-AFTRA President Sean Astin emphasized the broader implications of the technology, stating, "Bryan Cranston is one of countless performers whose voice and likeness are in danger of massive misappropriation by replication technology. Bryan did the right thing by communicating with his union and his professional representatives to have the matter addressed. This particular case has a positive resolution. I'm glad that OpenAI has committed to using an opt-in protocol, where all artists have the ability to choose whether they wish to participate in the exploitation of their voice and likeness using A.I."
The platform faced additional criticism after users created what were described as disrespectful depictions of Martin Luther King Jr. Last week, at the request of the Estate of Martin Luther King, Jr., Inc., OpenAI paused generations of the civil rights leader.
Zelda Williams, daughter of the late comedian Robin Williams, also publicly asked users to stop creating AI-generated videos of her father.
For deceased historical figures, OpenAI established a nuanced policy balancing free speech interests with family concerns.
The company stated that authorized representatives or estate owners can now request that a historical figure's likeness not be used in Sora videos.
Major talent agencies had previously issued sharp warnings about the platform.
Creative Artists Agency released a statement on October 8 declaring that Sora exposes clients and their intellectual property to significant risk.
The Motion Picture Association also weighed in, with CEO Charles Rivkin emphasizing that preventing infringement on the Sora 2 service remains OpenAI's responsibility, not that of rights holders.
The platform's launch flooded social media with AI-generated videos featuring copyrighted characters, including Mario, SpongeBob SquarePants, and Pikachu, raising questions about intellectual property protections and potential legal liability.
OpenAI CEO Sam Altman reaffirmed the company's commitment to performer protections, stating, "OpenAI is deeply committed to protecting performers from the misappropriation of their voice and likeness. We were an early supporter of the NO FAKES Act when it was introduced last year, and will always stand behind the rights of performers."
The NO FAKES Act is pending federal legislation designed to establish a national standard ensuring performers' voices and likenesses cannot be used without permission. SAG-AFTRA has made passage of the law one of its highest legislative priorities.
According to SAG-AFTRA's statement, OpenAI expressed regret for the unintentional generations that occurred during the platform's early rollout.
The company is committed to responding expeditiously to any complaints it receives and has implemented technical improvements to enforce its opt-in policy more effectively.
Sora launched on September 30 and became one of the most downloaded apps in the App Store within days, surpassing one million downloads in less than five days, according to the company.
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