OpenAI is preparing to integrate its Sora video generator directly into ChatGPT, according to a report from The Information. The move, expected in the coming months, would bring the advanced video creation tool out of its standalone app and into the company's flagship chatbot, mirroring the earlier addition of image generation features.

The strategic integration aims to boost engagement with ChatGPT, which has recently faced a notable rise in app uninstalls. It arrives amid a shifting competitive field. Rival Anthropic's Claude has gained significant user and public favor, partly due to its recent refusal of a Pentagon contract for military surveillance and autonomous weapons development—a contract OpenAI accepted.

Yet, embedding Sora carries substantial risks. Since its debut last year, users have already exploited the tool to create convincing, malicious deepfakes of public figures and copyrighted material. Placing it within ChatGPT’s far more accessible interface could dramatically scale this problem, increasing the volume of synthetic media and testing the limits of OpenAI's safety measures, including watermarks and content filters.

Financially, the upgrade is not without burden. High-quality video generation is computationally expensive, and OpenAI may need to adjust its pricing structure to compensate. The company already introduced advertisements to its lowest-cost plans last month, signaling ongoing pressure to monetize its services effectively. This gamble on video seeks to recapture market attention, but it may also amplify some of the industry's most persistent ethical and practical challenges.

Source: The Verge