OpenAI's Sora lets you deepfake friends-end of social media or a new community?

OpenAI's Sora app could be the end of social media as we know it - or a new canvas for creatives

Real or AI? Feeds on Instagram and TikTok already blur the line. OpenAI's Sora iOS app pushes further, letting anyone generate videos, remix others, and even put friends into scenes with "cameos." It's built on the Sora 2 model and ships with a creation-first feed that favors people you follow and content likely to spark your own ideas.

The promise: more making, less mindless scrolling. The concern: deepfakes, consent, and misuse at scale. If you create for a living, here's what matters and how to use it without burning your brand.

What Sora is right now

• Generative video and remixing in a social feed.
• Cameos: add yourself or friends to scenes after a one-time video + audio verification to capture likeness.
• Feed is biased to your network and to videos you're likely to use as inspiration.
• Privacy controls: you decide who can use your likeness; you can revoke and remove videos that include it.
• Wellbeing focus: periodic check-ins, options to customize the feed, and claims that time-in-feed won't be the metric.
• Safety for minors: default generation limits for teens, stricter cameo permissions for under 18s, and parental controls via ChatGPT.

Access and pricing

• iOS app is invite-only, rolling out in the US and Canada first, with plans to expand.
• After invite, Sora 2 is also accessible on the web via sora.com.
• Initially free; OpenAI plans to charge during periods of high demand.
• ChatGPT Pro users will be able to use Sora 2 Pro.

Why creatives should care

• Pitch faster: generate mood films, previs, and sizzle reels in hours, not weeks.
• Explore style: iterate looks, camera moves, and color palettes before committing budget.
• Prototype concepts: test narrative beats, social hooks, and motion language with low lift.
• Community remixing: build on others' scenes, then ship a stronger version with your taste.

Cameos without chaos: consent, credits, control

• Get written consent for every cameo (email is fine). Keep a shared doc of approvals with date and scope.
• Label outputs that use a likeness. Use on-screen text or a caption tag (e.g., "AI cameo with consent").
• Use the app's controls to restrict who can invoke your likeness; revoke if misused.
• Avoid inserting public figures or clients without explicit, documented permission.

For a quick primer on deepfake risks and disclosures, see the FTC's guidance here.

Risk management for your brand

• Set a disclosure policy: tag AI-generated posts consistently across all channels.
• Use watermarks or end cards when client contracts require it.
• Create a model release template that includes AI likeness usage and takedown rights.
• Keep raw prompts, seeds, assets, and revisions archived for client audits.
• Separate personal and client workspaces; control cameo permissions per project.
• If you work with teens, turn on parental controls and stick to daily generation limits.

How the feed changes your workflow

Because the feed favors content you might build on, think in modular scenes, not long form. Publish short, reusable sequences: intros, transitions, textures, typography loops, character beats. Treat Sora like a collaborative sketchbook that happens to render video.

What this means for Instagram and TikTok

Expect responses. Either more authentic-content pledges and tighter AI labels, or copycat deepfake tools and a race to synthetic feeds. Either way, diversify distribution and label your work clearly so clients and audiences know what's real and what's generated.

Quick start checklist

• Request an invite and secure your handle.
• Draft five prompts that express your visual voice (subject, style, motion, lighting, duration).
• Storyboard three 10-15s scenes you can remix weekly.
• Set a cameo policy and consent workflow before you post.
• Decide your disclosure tags and watermark rules.
• Turn on 2FA and lock down who can use your likeness.

Learn and level up

• Explore generative video tools and references: Top AI tools for generative video
• Keep your skills current with new courses: Latest AI courses

Sora could turn social feeds into an infinite studio. Use it to prototype faster, refine your taste, and protect your reputation. Create with intent, disclose clearly, and keep consent non-negotiable.