OpenAI promises to crack down on Sora2 deepfakes following SAG-AFTRA's request
The American labor union 'SAG-AFTRA (Screen Actors Guild-American Federation of Television and Radio Artists)' and others have filed a complaint against OpenAI's video generation AI '
SAG-AFTRA, OpenAI, Bryan Cranston Collaborate to Ensure Voice and Likeness Protections in Sora 2 | SAG-AFTRA
https://www.sagaftra.org/sag-aftra-openai-bryan-cranston-collaborate-ensure-voice-and-likeness-protections-sora-2
OpenAI Strengthens Sora Protections Following Celebrity Deepfake Concerns - MacRumors
https://www.macrumors.com/2025/10/20/openai-sora-deepfake-restrictions/
Sora 2 is a video and audio generation model released by OpenAI on September 30, 2025. It attracted attention for its ability to generate highly accurate videos, but it has also been criticized for its ability to easily generate videos of copyrighted content and real celebrities. OpenAI has responded to complaints from copyright holders by restricting some of its functionality.
CEO Sam Altman promises to improve the situation where character videos are being created using the video generation AI 'Sora 2,' especially referring to Japanese content and suggesting revenue distribution to rights holders - GIGAZINE
On October 20, 2025, major agencies such as United Talent Agency, actor Bryan Cranston, SAG-AFTRA, and others issued a joint statement with OpenAI, stating that they would 'work productively' to protect voice and likeness in Sora 2.
Since the release of Sora 2, Cranston has reported to SAG-AFTRA that his voice and likeness have been used without his consent.
In response to these reports, SAG-AFTRA and others filed a complaint against OpenAI, urging it to protect the rights of actors, and OpenAI responded by promising to strengthen protections for voice and likeness.
OpenAI's new framework aligns with the principles outlined in the federal NO FAKES Act, which aims to protect performers from unauthorized copying, and will give performers the right to decide how their voices and likenesses are used in Sora 2. In addition to the new guidelines, OpenAI has also agreed to respond promptly to any future complaints it receives.
OpenAI also expressed regret over this unintended generation, as its policy required opt-in (permission from the individual) for the use of voices and likenesses.
'I am concerned not only for myself, but for all performers whose work and identities may be misused in this way,' Cranston said. 'I appreciate OpenAI's efforts to improve its policies and safeguards, and I hope that they, and all companies in this space, respect our personal and professional rights to control the reproduction of our voices and likenesses.'
'Mr. Cranston is one of countless performers at risk of mass misappropriation through cloning technology,' said SAG-AFTRA President Sean Astin. 'Brian was right to work with his union and agency to address this issue, and this case has been resolved positively. We are pleased that OpenAI has committed to an opt-in model, allowing all artists to choose whether their voice or likeness can be used by AI.'
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