OpenAI is adding another app to the crowded social media landscape. The company behind ChatGPT unveiled Sora 2, a TikTok-style video platform where every clip is generated by artificial intelligence.
Wired first reported the launch, and OpenAI confirmed the news Tuesday afternoon. The app rolled out internally this week, and it marks the company’s biggest step yet into consumer-facing entertainment.
How the app works
Unlike TikTok or Instagram, users cannot upload footage from their camera rolls. Instead, the platform generates short clips up to 10 seconds long using OpenAI’s video model.
Sora 2 also includes a “cameo” tool that lets people insert their own likeness into videos. OpenAI says users can control who has permission to generate content featuring them and can remove clips where their likeness appears.
In addition, the app includes a social layer that allows users to find and connect with friends.
Competition heats up
TikTok has already been filled with AI-generated content for months. The company announced in June that advertisers would gain new generative AI features. These tools include image-to-video, text-to-video and automatic product showcases.
Aside from ads, a large number of people are experimenting with AI-style vloggers and ASMR artists on TikTok using competitors like Google’s Gemini Veo.
The AI video race is drawing in big tech companies. Just last week, Meta launched Vibes, a short-form video feed aimed at showcasing AI content. At the same time, Google is allowing users of Veo to integrate AI-generated clips directly into YouTube.
While many users complain of “AI slop,” referring to low-quality generated videos, Wired reports OpenAI employees received “overwhelmingly positive feedback.”
As TikTok faces regulatory scrutiny in the U.S., OpenAI and others are betting on fresh platforms to capture attention.
OpenAI’s claims for Sora 2
On its official site, OpenAI emphasizes that Sora 2 is designed to be more than a scrolling app. The company says the platform prioritizes creativity over passive consumption. It also touts improvements in realism and audio sync compared to the first version of Sora.
“For example, by observing a video of one of our teammates, the model can insert them into any Sora-generated environment with an accurate portrayal of appearance and voice,” the company’s release reads. “This capability is very general, and works for any human, animal or object.”
Safety is also a focus. OpenAI says teens will face stricter limits on video creation, while parents can adjust feed personalization and direct messaging controls. The company adds that it is investing in both automated moderation and human oversight.
For now, Sora 2 is invite-only and available in the U.S. and Canada. OpenAI says it plans to expand access gradually and may eventually offer a paid tier.
The bigger picture
Sora 2 arrives at a moment when the role of human influencers is already shifting. With AI tools capable of generating realistic scenes, characters and endorsements, brands may increasingly rely on algorithms instead of traditional creators.
Straight Arrow News recently reported that TikTok’s AI tools could allow companies to bypass influencers entirely. And in April, SAN noted that OpenAI had been preparing to step into the social platform race.
As Meta, Google, TikTok, and now OpenAI invest heavily in generative video, the competition to reshape feeds — and redefine creativity online — is accelerating.
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