WME Stands Against AI Usage Without Consent
In response to mounting fears in Hollywood over artificial intelligence, leading talent agency William Morris Endeavor (WME) has made a decisive move. The Beverly Hills-based agency has informed OpenAI that all its clients will be opted out of the latest update to its AI-driven video tool, Sora.
The decision underscores a growing unease among actors, writers, and other creatives about how AI technologies may exploit their likenesses and potentially disrupt their careers. Sora, OpenAI’s text-to-video tool, now includes features such as the ability to generate sound effects and dialogue, along with a new function known as “cameos.” This allows users to upload footage of real people and insert them into AI-generated environments.
Artists Want Control Over Their Likeness
Chris Jacquemin, WME’s head of digital strategy, sent a memo to agents outlining the agency’s position. “Our position is that artists should have a choice in how they show up in the world and how their likeness is used,” he wrote. “We have notified OpenAI that all WME clients be opted out of the latest Sora AI update, regardless of whether IP rights holders have opted out IP our clients are associated with.”
This move places OpenAI on notice that WME will not allow its clients’ images or voices to be used in any new Sora-generated content. It also signals to the entertainment industry that concerns over unregulated AI use are being taken seriously at the highest levels of representation.
Hollywood Faces Growing AI Anxiety
The entertainment industry has been wrestling with the implications of AI for some time. While the technology promises increased efficiency in production, it also poses a threat to jobs traditionally held by humans. Visual effects artists, actors, and writers are among those most vulnerable to being replaced or replicated by AI tools.
Last week, tensions flared further when a digital character named Tilly Norwood, created entirely with AI, stirred controversy. The character’s creator claimed she hoped Norwood would become as famous as Scarlett Johansson or Natalie Portman. The Screen Actors Guild‐American Federation of Television and Radio Artists (SAG-AFTRA) expressed strong opposition, stating that Norwood had been trained on countless professional performances without proper authorization or compensation.
OpenAI Responds to Backlash
OpenAI did not immediately respond to WME’s announcement. However, the company has acknowledged the growing scrutiny. In a blog post dated September 30, OpenAI stated that users maintain control over their cameos. “Only you decide who can use your cameo, and you can revoke access or remove any video that includes it at any time,” the company wrote.
The Wall Street Journal reported that OpenAI had previously reached out to studios and talent agencies, indicating that intellectual property holders would need to explicitly opt out if they did not want their content included in Sora-generated videos.
Sam Altman Promises Changes
In a follow-up blog post, OpenAI CEO Sam Altman acknowledged the concerns and pledged to provide rights holders with more granular control over how their characters are generated. “We plan to give rights holders more control, similar to the opt-in model for likeness, but with additional specificity,” Altman wrote. He noted that while many rights holders are enthusiastic about using AI for interactive storytelling, they also want to define how their characters are used—or not used at all.
Altman also revealed the company’s intention to monetize video generation and share revenue with rights holders who permit the use of their characters. “The exact model will take some trial and error to figure out, but we plan to start very soon,” he said.
Mixed Reactions Across Hollywood
While WME has drawn a clear line, other major Hollywood agencies such as CAA, UTA, and Gersh have not publicly commented on their stance regarding Sora’s latest capabilities. The industry remains divided, with some studios like Lionsgate exploring partnerships with AI firms, while others—including Disney, Warner Bros. Discovery, and Universal—have pursued legal action against AI companies over alleged copyright violations.
Meanwhile, digital avatars like Hatsune Miku continue to gain popularity, blurring the lines between human performers and AI-generated personas. Miku, who has sold out concerts and is set to appear at Coachella, represents a wave of virtual entertainers that may become increasingly common in the years ahead.
As AI continues to evolve and embed itself deeper into the entertainment landscape, the debate over how to balance innovation with protection for human talent is far from over. For now, WME’s bold move sets a precedent—one that may influence how other agencies and creatives navigate the growing presence of artificial intelligence in Hollywood.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.