OpenAI has addressed concerns from the entertainment industry regarding its Sora 2 AI video platform, introducing new measures to protect actors’ voices and likenesses. The updates have been welcomed by SAG-AFTRA, major talent agencies including CAA and UTA, and actor Bryan Cranston.

Cranston, who was among the first to raise issues after Sora 2’s initial launch allowed users to create his image without consent, expressed his appreciation for the changes. In a statement released by the actors’ union on Monday, Cranston said, “I was deeply concerned not just for myself, but for all performers whose work and identity can be misused in this way. 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.”

Shortly after Sora 2’s debut, a video surfaced online depicting the late Michael Jackson interacting with Walter White, Cranston’s character from “Breaking Bad.” Cranston’s representatives at UTA alerted him and Sony Pictures Television, the show’s producer, about the video. Agencies including WME, CAA, and UTA were quick to voice concerns about Sora 2’s ability to generate AI video clips using copyrighted characters.

In response, OpenAI has worked closely with industry stakeholders to address these issues. SAG-AFTRA and the agencies noted that the company has engaged in “productive collaboration” to safeguard actors’ rights. Sean Astin, the union’s new president, highlighted the risk of “massive misappropriation” posed by AI. “Bryan did the right thing by communicating with his union and his professional representatives to have the matter addressed,” Astin said. “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.”

OpenAI has previously supported the No Fakes Act, a proposed federal law that would prohibit non-consensual digital replicas. SAG-AFTRA has made passing this legislation a top priority. While some states, including California, offer protections for actors’ voices and likenesses, there is currently no federal law in place.

OpenAI CEO Sam Altman reaffirmed the company’s commitment to protecting performers. “OpenAI is deeply committed to protecting performers from the misappropriation of their voice and likeness,” Altman said in a joint statement on Monday. “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.”

Sora 2 now allows performers to opt in to having their likenesses used on the platform. The initial release, however, permitted users to manipulate images of actors who had not opted in, raising concerns that the system functioned as an “opt out.” Altman later confirmed that OpenAI is refining the platform to give copyright holders and performers greater control over the use of their images.

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