OpenAI is working on integrating its AI-powered video generator, Sora, into ChatGPT, expanding its capabilities beyond text and image generation.
Highlights
The announcement was made during a recent office hours session on Discord, where Rohan Sahai, OpenAI’s product lead for Sora, provided insights into the company’s plans.
While Sora currently operates as a standalone web app, OpenAI aims to embed its video generation features within ChatGPT, allowing users to create short cinematic clips directly through the chatbot interface.
Sora, which launched in December, enables users to generate AI-created videos of up to 20 seconds. Initially introduced as a tool for creative professionals and video production studios, OpenAI is now broadening its reach.
However, the version integrated into ChatGPT may not offer the same level of control as the standalone platform, which allows users to edit and combine video clips.
The move is part of OpenAI’s broader strategy to enhance ChatGPT’s appeal by expanding its functionality.
A built-in video generator could attract new users while encouraging existing ones to consider premium subscription plans, which may include increased video generation limits.
According to Sahai, OpenAI initially kept Sora separate to maintain ChatGPT’s simplicity but is now exploring ways to integrate the two without compromising user experience.
Expanding Sora’s Reach
Beyond ChatGPT, OpenAI is working on expanding Sora’s availability and features. The company has been updating Sora’s web experience, introducing features that allow users to browse AI-generated videos from the community.
Additionally, OpenAI is considering launching a standalone mobile app for Sora, with hiring efforts underway for mobile engineers to support development.
Another major development is OpenAI’s work on an AI image generator powered by Sora, which could offer more photorealistic results compared to the existing DALL-E 3 model integrated into ChatGPT.
Alongside this, OpenAI is also developing an improved version of its video model, known as Sora Turbo, which is expected to enhance both generation speed and quality.
Sora Expands to the European Market
OpenAI is also expanding Sora’s availability to new regions, including the European Union, the U.K., Switzerland, Norway, Liechtenstein, and Iceland.
As of February 28, 2025, ChatGPT Plus and Pro subscribers in these regions can generate AI-powered videos.
Initially, Sora was limited to select markets following its December launch, and this expansion brings the tool to a wider audience, particularly within creative industries where AI-generated video content is gaining traction.
With this move, OpenAI enters direct competition with other AI video tools, such as Runway and Kling, which are increasingly used by filmmakers, advertisers, and content creators.
Impact on the Film and Advertising Industries
Sora’s capabilities have sparked discussions about its potential impact on the film and advertising industries.
Filmmaker Tyler Perry recently paused an $800 million expansion of his studio after observing how AI-generated videos could replace physical sets. He noted that tools like Sora allow for the creation of high-quality digital scenes, reducing the need for location-based shooting.
In advertising, AI-generated content is becoming more prevalent. Major brands like Coca-Cola have started experimenting with fully AI-generated campaigns.
David Jones, CEO of Brandtech Group, has compared the shift to a “Kodak moment” for the industry, highlighting the need for businesses to adapt to evolving technology.
Independent creators are also exploring new opportunities with AI tools. Digital artists, such as Josephine Miller, have used Sora to pitch advertising concepts, making content production faster and more cost-effective.
However, concerns remain about the potential displacement of traditional creative roles as AI tools become more advanced.
Legal and Ethical Concerns
As AI-generated content grows more sophisticated, legal and ethical concerns continue to emerge. In the U.K., debates are ongoing over AI firms using copyrighted material without explicit permission.
Several high-profile artists, including Dua Lipa and Sir Paul McCartney, have voiced opposition to government proposals that could allow AI companies to train models on copyrighted works without compensating creators.
While Sora has not been directly involved in these legal disputes, its ability to generate realistic video content has raised questions about its training data.
YouTube’s CEO has previously stated that using YouTube content to train AI models would violate the platform’s terms of service. Additionally, some reports suggest that Sora demonstrates strong familiarity with gaming content, leading to speculation about its data sources.
The Future of AI-Generated Media
As OpenAI continues to develop Sora, both through ChatGPT integration and expansion into new markets, discussions around AI-generated media and intellectual property rights are expected to intensify.
While no specific timeline has been provided for the ChatGPT integration or the potential launch of a mobile app, ongoing developments indicate OpenAI’s focus on building a more comprehensive AI ecosystem.
