Sora: AI video in marketing, law, download, personality
OpenAI's Sora reportedly surpassed the 1 million app downloads mark in less than five days, positioning Sora's launch week just ahead of ChatGPT. This is more than a footnote for marketing and the creator economy.
Quelle: Own representation
Sora Overview
Sora ist eine iOS-App von OpenAI, die es Nutzern ermöglicht, kurze KI-Videos zu erstellen, in einem Feed zu teilen und per „Cameos“ das eigene Gesicht oder das von Freunden nach Einwilligung in Clips einzusetzen. Cameos erlauben die Steuerung der Nutzung eigener Vorlagen; Freigaben können widerrufen und Inhalte gelöscht werden. Die App basiert auf dem Modell „Sora 2“, welches laut OpenAI realistischere Physik und synchronisierte Dialoge/Sound bietet. Zum Start war Sora in den USA und Kanada verfügbar und erreichte Platz 1 in Apples App Store, wie The Verge und Business Insider berichteten.
OpenAI stellte Sora 2 und die Social-Video-App am 30. September 2025 vor. Kurz darauf erreichte Sora Platz 1 im US-App-Store, wie TechCrunch meldete, und durchbrach laut The Verge die Marke von 1 Million Downloads in unter fünf Tagen. MacRumors verwies auf die öffentliche Bestätigung durch Sora-Lead Bill Peebles. Appfigures-Schätzungen deuten zudem auf 627.000 iOS-Downloads in Soras erster Woche hin, gegenüber 606.000 bei ChatGPTs iOS-Startwoche. Parallel dazu begann eine Debatte um Urheber- und Persönlichkeitsrechte. OpenAI kündigte „granularere“ Kontrollmöglichkeiten für Rechteinhaber an, wie The Guardian berichtete, und beschreibt Schutzmechanismen inklusive Public-Figure-Blockade und Cameo-Consent. Die Hollywood-Agentur CAA warnte dennoch vor Risiken für Kreative.
Analysis and Context
Sora is growing rapidly due to several factors. First, the social mechanics contribute: an app that makes generative clips immediately shareable benefits from feed dynamics and the 'wow effect', similar to TikTok, but with production rather than mere distribution, like TechCrunch analysierte. Secondly, cameos reduce the hurdle to personalization and create network effects, as circles of friends get involved. Third, Sora rides the wave of an already mass-market AI app economy; market analyses by Sensor Tower Market analyses show AI apps in 2025 clearly mainstream. For brands this could be the fastest pipeline from idea to test video, provided that legal guardrails are observed.
Quelle: YouTube
The short product intro provides original statements about Sora 2's features and the app.
Evidence: Sora surpassed 1 million downloads in under five days; the source cites The Verge OpenAI data.
Evidence: Sora ranked No. 1 in the US App Store shortly after launch, as TechCrunch and Business Insider berichteten.
Evidence: In the launch week, Sora's iOS downloads were slightly above ChatGPT according to Appfigures-Schätzung.
Evidence: Cameos give users explicit control over their own representation, including withdrawal, as OpenAI and OpenAI erklären.
Unclear: Whether the 1-million figure relates exclusively to iOS and how many downloads occurred outside the USA/Canada; Apple does not publish official download numbers, third-party providers work with models/estimates, such as TechCrunch anmerkt.
Unclear: Which specific whitelists/blocklists OpenAI implements for brands/characters and how opt-in/opt-out ultimately looks — OpenAI promises 'more granular control'; details are in flux, such as The Guardian berichtete.
False/Misleading: "With Cameos, every use is legally safe." No. Third-party consents, brand/copyright and national personality rights remain relevant; in Germany consent for public display of likeness is required. §22 KUG Consent for the public display of likeness, in Switzerland protects Art. 28 ZGB the right to one's own image and allows interventions only for justified reasons.
Legal aspects and implications
Creator representatives like CAA warn of devaluation of rights and call for fair participation models, such as Reuters berichtete. Tech media report that OpenAI, after criticism of copyright-problematic character videos, promises more control for rights holders, such as The Guardian meldete. OpenAI also points to consent mechanisms and moderation guardrails.
Quelle: robert-leitinger.com
OpenAI Sora: The new era of video AI.
If Sora is to be tested in marketing, HR branding or content prototyping, three levels must be considered: First, personality rights. Documented consents from all identifiable persons must be obtained; in Germany this is core to the right to one's own image ( §22 KUG), in Switzerland forms the basis. Art. 28 ZGB the basis. Second, copyright/trademark rights. Protected characters/logos should be avoided without a license; OpenAI is working on rights controls, but the responsibility remains with the user, such as The Guardian and OpenAI berichten. report. Third, compliance. The EU-AI-Act The governance rules are in force; parts already apply (e.g., prohibitions/AI literacy since February 2, 2025, GPAI obligations since August 2, 2025). Governance, documentation and labeling of AI content should be planned early.
Practical application and open questions
Pragmatic steps include strict use of Cameos with opt-in and role rights (e.g., only Team A may use Cameo X), the revision-safe recording of approvals, labeling AI clips as generated, maintaining prompt/version logs, editorial review of claims in videos (e.g., testimonials) and the creation of a No-Use list for IP/celebrities, such as OpenAI and OpenAI vorschlagen.
Quelle: blog.enra.app
Opportunities and risks: Applications of generative AI at a glance.
Quelle: YouTube
The DevDay keynote provides additional context to OpenAI's product strategy and roadmap.
Open questions concern the short-term availability of Sora in the EU/Switzerland and related localization/policy adjustments. It is also unclear how exactly OpenAI implements rights holder controls (whitelists, licensing models, revenue sharing) and how robust depiction prohibitions for public figures are, such as The Guardian and OpenAI thematisieren. they discuss. Moreover, measurement approaches for app intelligence services differ; full, official figures from Apple/Google are typically not available, such as TechCrunch feststellte.
That Sora's downloads were faster than ChatGPT is a strong signal: Generative video is becoming mass-market — technically as well as socially. For users, this means: yes to experimentation, but with a system. Those who take consents, rights clearance, and labeling seriously and concurrently run small, measurable marketing experiments will leverage the lead without nasty surprises, taking into account OpenAI's guidelines. §22 KUG, Art. 28 ZGB, dem EU-AI-Act and OpenAI's guidelines.