Patna: OpenAI has announced new safety rules for its video generation tool Sora, introducing systems that prevent users from creating AI videos using a celebrity’s image or voice without permission.
The move follows growing criticism over unauthorised use of public figures in AI-generated content. OpenAI collaborated with SAG-AFTRA, actor Bryan Cranston, and several entertainment industry bodies to introduce these protections.
The changes come after a series of viral videos depicted figures such as Stephen Hawking diving into a pool and Albert Einstein as a wrestler, raising ethical concerns about digital likeness misuse. Many artists and performers voiced outrage, saying their identities were being used for entertainment without consent.
Bryan Cranston, best known for his role as Walter White in Breaking Bad, brought the issue to SAG-AFTRA’s attention.
“This isn’t just about me — it’s about protecting every performer’s identity and work. I appreciate OpenAI for stepping up and reinforcing guardrails,” Cranston said.
Under the new system, Sora will automatically detect and block any attempt to use a celebrity’s image or voice without authorisation. OpenAI has also reaffirmed its support for the NO FAKES Act, a proposed U.S. law designed to protect artists and musicians from unauthorised digital replication.
OpenAI CEO Sam Altman stated,
“We are fully committed to protecting performers’ rights and have supported the NO FAKES Act from the beginning.”
This isn’t the company’s first move to curb misuse. Earlier this month, OpenAI partnered with the Martin Luther King Jr. Foundation after users generated disrespectful videos of the civil rights leader. The new policies are expected to strengthen protections for both historical and contemporary public figures, setting a global precedent for responsible AI use.
