‘Artists should have a choice.’ WME opts clients out of Sora update as AI anxiety deepens

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With Hollywood actors and other professionals growing worried about the impact of artificial intelligence, the WME agency is taking a firm stance to protect its clients.

WME, a major talent agency, has instructed OpenAI to remove its clients from the latest version of Sora, OpenAI’s AI video generator. This means WME does not permit OpenAI to use their clients’ appearances or images in the new update.

The latest update to Sora now includes sound effects and spoken dialogue in its videos, showcasing things like Olympic gymnastics and scuba diving. It also has a new feature called “cameos” that lets users insert a video of themselves or another person into a Sora-created scene.

WME has instructed OpenAI to exclude all of its artist clients from the latest Sora AI update. Chris Jacquemin, WME’s head of digital strategy, explained in a memo to agents that they believe artists should control how their image and work are used, and this applies regardless of existing intellectual property rights. They’ve requested this opt-out for all WME clients.

The film industry is facing big changes due to advancements in artificial intelligence. While AI promises to speed up filmmaking, it also threatens the jobs of many people working in visual effects, acting, writing, and other creative fields. Recently, actors and their union, SAG-AFTRA, expressed strong concerns about a digitally created character named Tilly Norwood, which was made using AI.

The creator of Norwood, an AI performer, expressed a desire for it to become as famous as actresses like Scarlett Johansson or Natalie Portman. This ambition sparked controversy with the actors’ union, SAG-AFTRA, which claimed Norwood was developed using the work of many professional actors without their consent or payment.

Hollywood Inc.

A Dutch artist who designed an AI performer named Tilly Norwood caused controversy in Hollywood by announcing Tilly would soon be represented by a talent agency.

OpenAI did not immediately respond to a request for comment on WME’s decision.

In a blog post on September 30th, the company explained that users have control over how they appear in cameos thanks to the Sora update.

As a movie buff, I really appreciate OpenAI giving me complete control over my ‘Cameo’ – that digital version of myself. They’ve made it clear that *I* decide who gets to use it, and I can pull the plug on any video featuring it whenever I want. Plus, I can see *all* the videos using my Cameo, even the ones other people are still working on – which is great for keeping tabs on things and making sure everything looks good!

According to The Wall Street Journal, before releasing Sora, OpenAI reached out to agencies and studios to explain that copyright owners would need to specifically request their content be excluded from videos generated by the tool.

Some people in Hollywood weren’t happy with the recent Sora update. Following a note sent to its agents by WME, OpenAI CEO Sam Altman announced in a blog post on Friday that the company will give creators more control over how characters are generated, similar to existing options for likenesses, but with even more detailed settings.

Many copyright owners are enthusiastic about this new “interactive fan fiction” feature, but they want control over how their characters are depicted – and some may not want them used at all. Altman explained that he wants to treat everyone equally and allow these owners to decide what’s acceptable.

OpenAI hasn’t yet said what specific changes these new, more detailed controls will involve.

Hollywood Inc.

Okay, so this is wild. Hatsune Miku, who is this incredible digital pop star – she’s not a real person, more like a super-advanced hologram – is blowing up! She’s already selling out concerts, and now she’s heading to Coachella, which is HUGE. It’s not just her either; there’s a whole wave of these digital artists like Miquela and angelbaby making music and gaining massive followings. It’s a really fascinating thing to see as a music fan – these aren’t your typical performers!

In a recent blog post, Altman acknowledged that occasionally, the system might produce inappropriate responses, and refining it will require ongoing improvements.

Altman explained that the company intends to profit from its video generation technology and will share those earnings with the owners of characters or content created by users.

Altman said they’ll begin working on the specific design quickly, though it will likely require some experimentation to perfect.

Representatives from major Hollywood agencies like CAA, UTA, and Gersh haven’t yet responded to questions about how they view the recent improvements to Sora.

As a critic, I’ve been following the debate around AI and copyright, and it boils down to this: tech companies are claiming they should be able to use pretty much anything they find online to teach their AI – and then use that information in responses – because of something called ‘fair use.’ Basically, they’re saying it’s okay to borrow material without asking permission, as long as it’s for a limited purpose. It’s a tricky argument, and I think it’s going to be a major point of contention for a while.

Different film studios are taking opposing approaches to artificial intelligence. Lionsgate, for example, is working with AI companies to help with tasks like creating storyboards. However, major studios like Disney, Warner Bros. Discovery, and Universal are taking legal action, claiming AI companies have violated copyright laws.

Hollywood Inc.

On Wednesday, OpenAI hosted a preview event where filmmakers showcased videos they created using Sora, the company’s new AI tool that generates videos from text descriptions.

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2025-10-06 23:01