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Deceased Celebrities' Families Criticize OpenAI's Sora 2 Over Deepfake Policies
The launch of OpenAI’s Sora 2 video app has sparked an intense backlash from the families of deceased public figures after the platform became a breeding ground for unauthorized AI-generated videos. Since its debut on October 1, the app has been used to create shocking and offensive deepfakes of historical and cultural icons, leading to accusations of disrespect and emotional harm.
Families Speak Out Against Misuse of Likenesses
Relatives of figures like Malcolm X, Robin Williams, and Martin Luther King Jr. have condemned the app for allowing users to generate content featuring their loved ones without consent. The initial policy of OpenAI exempted "historical figures" from requiring authorization, which led to the swift creation of controversial and grotesque AI videos.
Prominent examples included videos of Malcolm X making crude jokes, Bob Ross painting a fiery depiction of the World Trade Center attacks, and Martin Luther King Jr. being parodied in a disrespectful manner. These depictions elicited strong reactions from surviving family members.
Ilyasah Shabazz, Malcolm X’s daughter, expressed her disapproval, stating, "It is deeply disrespectful and hurtful to see my father’s image used in such a cavalier and insensitive manner when he dedicated his life to truth." Zelda Williams, daughter of Robin Williams, echoed a similar sentiment, sharing her pain over the misuse of her father’s likeness. "The legacies of real people [being] condensed down to … horrible, TikTok slop puppeteering them is maddening", she pleaded, urging users to stop sending her videos of her late father.
The criticism extended to others as well. Bernice King, the daughter of Martin Luther King Jr., posted on X, "I concur concerning my father. Please stop." Joan Kowalski, president of Bob Ross Inc., commented on the app’s tendency to degrade beloved figures, saying, "People want to take the most pure, wholesome person and mess it up." Randolph Churchill, great-grandson of Winston Churchill, similarly called for respect, asserting, "Winston Churchill belongs to history, and his legacy deserves accuracy, dignity and lawful stewardship."
Hollywood and Industry Respond
The controversy surrounding Sora 2 has also drawn attention from Hollywood. The Creative Artists Agency (CAA) labeled the app a "significant risk" to its clients’ intellectual property, while the Motion Picture Association (MPA) placed responsibility on OpenAI to prevent misuse on its platform. MPA CEO Charles Rivkin stated, "…it remains their responsibility – not rightsholders’ – to prevent infringement on the Sora 2 service."
The actors' union SAG-AFTRA also issued a formal statement condemning the unauthorized use of deceased performers’ likenesses, adding to the mounting pressure on OpenAI.
OpenAI’s Policy Revisions Amid PR Crisis
The growing backlash led to a rapid response from OpenAI as the company scrambled to contain the fallout. Just two days after the app’s launch, CEO Sam Altman announced a policy reversal, moving away from its opt-out model to a more stringent opt-in system for protected figures. By October 9, OpenAI issued further amendments, allowing representatives of recently deceased public figures to request the removal of their likenesses from the platform.
A spokesperson for OpenAI commented, "We believe that public figures and their families should ultimately have control over how their likeness is used", signaling a significant shift in the company’s stance.
Despite these changes, the controversy has reignited debates over the ethical and legal implications of AI-generated content. Legal experts have pointed out that traditional defamation laws do not apply to the deceased, leaving families with limited options for recourse. Furthermore, the legal landscape surrounding postmortem publicity rights varies widely, complicating efforts to address these issues comprehensively.
A Broader Ethical Debate
The situation highlights broader questions about consent and legacy in the digital age. While OpenAI has defended its decision to launch the app as part of its "build in public" strategy, critics argue that the technology’s ability to create offensive and emotionally harmful content underscores the risks of generative AI.
Jason Koebler from 404 Media described the app’s contentious potential, calling it a generator of "brainrot of major beloved copyrighted characters." Additionally, the controversy has drawn fresh attention to AI’s reliance on scraped data, an unresolved issue that continues to spark debate within the industry.
As OpenAI attempts to regain control of the narrative, the fallout from Sora 2 has underscored the complex ethical and legal challenges posed by advances in AI technology. For now, families and advocates continue to demand greater accountability and respect for the legacies of those who can no longer defend themselves.