
Talk about a script change. OpenAI announced that it's "saying goodbye" to Sora, the AI video generation product that it launched to great fanfare in 2025.
What makes the move even more stunning is that OpenAI and Walt Disney Co. had just struck a
landmark three-year deal in December, with Disney pledging to invest $1 billion in OpenAI and handing OpenAI the exclusive right to incorporate hundreds of famous Disney characters into the AI product. It seemed as if OpenAI was set to become a major player in Hollywood, not to mention leapfrogging all the other AI video startups out there.
So why is OpenAI calling it quits? OpenAI isn't saying much (it announced the shutdown in a four-sentence post with few details, shortly after the
Wall Street Journal reported the plans Tuesday).
It's probably not a coincidence that the move comes as OpenAI is trying to focus on its most important products amid fierce competition with Anthropic and Google. OpenAI recently merged several of its products into a single desktop 'superapp' and told employees to stop spending time on 'side quests.'
But if OpenAI saw main quest potential somewhere in Sora's future, it probably wouldn't be casting it aside so swiftly.
Some observers on X and on Reddit speculated that the energy and computing costs of generating ultra-realistic video clips were probably too big of a money sink—especially if Sora's main users were dabblers unlikely to become paying OpenAI subscribers. And with an IPO rumored on the horizon, OpenAI needs its financials to sparkle.
It's also possible that OpenAI decided the legal and reputation risks involved in running a video generating app (deepfakes, IP infringement, etc) were too much trouble. Yes, the Disney deal was a huge win for OpenAI, but we haven't seen any other studios ink similar deals with OpenAI.
As for that Disney deal, which was struck by outgoing CEO Bob Iger: it's now dead in the water, according to various media reports.—
AO