The article explores OpenAI’s push to encourage brands to bring their mascots and characters onto Sora, its AI video generation platform, and why that idea carries significant risks. While AI-generated videos could let companies create fast, inexpensive marketing content and keep mascots constantly active, the approach raises concerns about brand control, consistency, and misuse. Once a character exists in an AI system, it could be remixed, misrepresented, or placed in inappropriate contexts that damage brand identity. The piece also highlights legal and ethical questions around ownership, licensing, and accountability when AI generates branded characters at scale. Overall, it argues that while the opportunity is tempting, brands face real reputational and governance challenges if they rush in without clear safeguards.
