Sora, OpenAI’s short-form AI video generator, has been out for just about a month now, and already, it’s helping to spread disinformation on social media. Accounts share Sora generations without any transparency, sometimes with the Sora watermark removed, and while shrewd observers see through the AI, many people scrolling by don’t think twice and believe things happened that didn’t. That could be as innocuous as Jake Paul putting on makeup, or as dangerous as a fake interview meant to manipulate viewers towards a political bias. It’s getting scary out there.
So far, for the free model, Sora has capped video generations at 30 per day. If you pay for the Pro model, you get 100 generations a day. But if you’re using Sora free of charge, once you produce your 30th video, you aren’t able to make any more. I see that as a good thing, myself: 30 hyper-realistic AI videos a day per user is already way too high.
OpenAI, unfortunately, isn’t consulting me—and Sora now allows users to pay for extra generations once they’ve reached the free limit. Bill Peebles, head of Sora, announced the change in a Thursday post on X. Peebles said the company has been “amazed” by the demand from “power users,” but, as it stands, “the economics are currently completely unsustainable.” According to Peebles, the Sora team thought 30 free generations per day would suffice, but that hasn’t been the case. By offering users the chance to pay for additional generations, OpenAI plans to start pulling in extra revenue from its popular short-form AI video generator.
Peebles also believes that the company will generate future funds from a “new Sora economy.” That would include two parts: rights holders charging users a fee to cameo their characters or real-life people, as well as creators earning money from the videos they post. If you don’t plan on paying for Sora generations, though, there’s some “bad” news: Peebles says the company will bring the number of free generations down as the platforms grows, as the company doesn’t have enough GPUs to manage the demand.
What do you think so far?
As reported by The Verge, you’ll be able to purchase 10 additional video generations for $4 a pop—though the actual credits each video takes may depend on many different factors. When you reach your limit, the app will let you buy more through the App Store (Sora is currently iOS-only). Those credits will expire after 12 months, which I imagine will be plenty of time for someone making Sora videos. You can also transfer them to use on Codex, OpenAI’s coding platform.
I personally see Sora’s exponential growth as a bad thing. I get the finances: OpenAI is now operating like a for-profit company, and needs to pull in revenue. But OpenAI, along with other AI companies, is blatantly ignoring the deepfake disinformation machine these products have become. The more the company pushes users to generate with Sora, the more realistic AI slop we’ll encounter in our feeds.
