OpenAI is pushing ahead with its new video generation app and model, Sora 2, detailing a feature-packed product roadmap that seems aimed at building the next massive social media feed.
Bill Peebles, who heads up Sora at OpenAI, outlined the new roadmap on X, revealing a suite of tools designed to move Sora from a tech demo to a full-fledged creative platform.
But while the features promise new creative functionality, the core concept of an "endless AI stream" is raising questions about whether this is the best use of generation-defining technology.
To unpack the new roadmap and what it signals about OpenAI's ambitions, I turned to Marketing AI Institute founder and CEO Paul Roetzer on Episode 176 of The Artificial Intelligence Show.
The New Sora 2 Roadmap
The upcoming features clearly signal OpenAI's plan to build a robust, self-contained ecosystem for AI-generated video, emulating many successful features from platforms such as TikTok.
The roadmap includes:
- Character Cameos: A major update that will let users import their pets, toys, or even their own personally generated characters into new videos. The app will also highlight "trending cameos" in real time.
- Video Editing Tools: The app will introduce basic editing, starting with the ability to stitch multiple clips together. Peebles noted that "very powerful editing features" are on the way.
- Expanded Social Features: OpenAI is testing community channels to give users ways to collaborate beyond the global feed, with dedicated spaces for universities, companies, and clubs.
- Performance Upgrades: Users can expect a smoother, faster feed, "lighter moderation," and an Android app release coming soon.
While the tech is impressive, Roetzer is one of the users unenthusiastic about Sora in general. “I am so un-excited about Sora,” he said.
Incredible Tech, Unexciting App?
Roetzer was quick to draw a sharp distinction between the underlying technology of video generation (which he calls "incredible") and the application OpenAI has chosen to build.
He sees "enormous potential" in generative video for marketing, advertising, and other industries, assuming the significant copyright and fair use issues can be resolved.
The app, however, is a different story.
”The idea of an endlessly scrolling stream of AI generated stuff is just so opposite of what I want to see coming from these labs,” Roetzer said.
He acknowledges that the platform could become wildly popular, potentially attracting a billion users, emulating TikTok's success, and "making Meta nervous."
But for a company whose stated mission is to benefit humanity and build AGI to help solve major world problems, an AI-powered social feed feels like a significant mismatch in ambition.
The Bottom Line
OpenAI is clearly committing massive compute power and resources to make the Sora app a success. The new roadmap proves they are serious about competing in the crowded social video space.
While the new features will undoubtedly unlock new creative possibilities, the direction feels more like a commercial play than a scientific breakthrough.
For those watching the AI space, the new roadmap highlights a growing tension: while AI technology has the potential to solve humanity's biggest challenges, its most visible applications often default to funding social entertainment we've already seen.
“It's interesting tech,” Roetzer said. “It will probably lead to some disruptive stuff within marketing and advertising. I don't have doubts about that. But the idea of a social channel dedicated to it is just very uninteresting to me.”
Mike Kaput
As Chief Content Officer, Mike Kaput uses content marketing, marketing strategy, and marketing technology to grow and scale traffic, leads, and revenue for Marketing AI Institute. Mike is the co-author of Marketing Artificial Intelligence: AI, Marketing and the Future of Business (Matt Holt Books, 2022). See Mike's full bio.