Talent agency WME blocks all clients from OpenAI’s new Sora video features

WME has opted all of its clients out of OpenAI’s latest Sora update, which adds sound effects, dialogue, and a “cameos” feature that allows users to insert human likenesses into AI-generated videos. The decision reflects deepening anxiety in Hollywood over AI’s potential to exploit talent without proper compensation or consent, as the industry grapples with technology that could reshape entertainment production.

What you should know: WME’s head of digital strategy sent a company-wide notice on October 1st declaring that all clients would be excluded from Sora’s newest capabilities.

• The agency’s position is that “artists should have a choice in how they show up in the world and how their likeness is used,” according to Chris Jacquemin’s internal memo to agents.
• This preemptive move comes regardless of whether intellectual property rights holders have separately opted out content associated with WME clients.

The big picture: Hollywood talent agencies are taking increasingly protective stances as AI tools become more sophisticated at replicating human performances and likenesses.

• Last week, SAG-AFTRA, the actors’ union, criticized the AI-generated character Tilly Norwood, whose creator wanted her to become “the next Scarlett Johansson or Natalie Portman.”
• The guild alleged Norwood was trained on professional performers’ work “without compensation or permission.”

How the new Sora works: The updated version can generate videos with audio and place real people into AI-created environments through its cameos feature.

• Users can upload videos of humans and insert them into different Sora-generated scenarios, depicting activities like Olympic gymnastics and scuba diving.
• OpenAI, the San Francisco-based AI company, claims users maintain control, stating “Only you decide who can use your cameo, and you can revoke access or remove any video that includes it at any time.”

OpenAI’s response: CEO Sam Altman acknowledged the pushback in an October 3rd blog post, promising more granular controls for rights holders.

• “A lot of rights holders are excited for this new ‘interactive fan fiction’ but want the ability to specify how their characters can be used (including not at all),” Altman wrote.
• The company plans to share revenue with rights holders who allow their characters to be generated by users, though the exact model is still being developed.

Industry split: Entertainment companies are taking divergent approaches to AI partnerships and litigation.

• Studios like Lionsgate have partnered with AI companies for applications like storyboarding.
• Disney, Warner Bros. Discovery, and Universal have sued AI businesses for copyright infringement.
• Tech companies argue they can train AI models on online content under “fair use” doctrine, which allows limited reproduction of content without permission from the copyright holder.

What they’re saying: The controversy highlights fundamental questions about consent and compensation in the AI era.

• “There may be some edge cases of generations that get through that shouldn’t, and getting our stack to work well will take some iteration,” Altman acknowledged.
• Prior to the update, OpenAI reportedly told agencies and studios that IP holders “would have to explicitly ask OpenAI not to include their copyright material in videos the tool creates.”