OpenAI’s text-to-video model, Sora 2, has quickly become one of the most talked-about AI tools of the year. Since the launch of the TikTok-style Sora app a few weeks ago, it has soared to the top of the App Store charts as users experiment with its video generation features—including the viral Cameo tool that lets fans insert their own likeness into AI-created clips.
To maintain momentum, OpenAI has rolled out several key updates. In recent weeks, the company removed Sora’s invite-only restriction, expanded its availability to more global markets, and launched the much-anticipated Android version of the app. Another popular new feature, Character Cameos, allows users to turn everyday objects—and even pets—into animated video characters.
According to a report from The Wall Street Journal, OpenAI isn’t stopping there. The company is now exploring partnerships with major brands to bring their mascots and characters into Sora. The idea is to let users feature these recognizable figures as Cameos in their own videos, helping brands engage audiences in creative new ways.
OpenAI’s vice president of media partnerships, Varun Shetty, offered an example of what this could look like. He suggested McDonald’s might upload its Ronald McDonald mascot to Sora, allowing users to include the character in their videos. Brands would retain control, with options to restrict mascot appearances in certain types of content—like political or violent clips—and limit usage to select users.
While the Ronald McDonald idea is hypothetical, The Wall Street Journal notes that OpenAI has been in discussions with various top brands to authorize the use of their intellectual property on the platform. These collaborations would help grow Sora’s user base while ensuring rights holders have a stake in how their mascots are used. It’s not yet clear when or which mascots will officially debut on the app.
Unofficial uses of branded content have already surfaced. Users have generated videos featuring well-known characters such as Ronald McDonald, SpongeBob SquarePants, and Pikachu—sometimes in absurd or inappropriate scenarios. Although OpenAI has removed such videos from the Sora app, many continue to circulate on other social platforms including TikTok, X, and YouTube.
Monetization could be the next step in this evolution. Bill Peebles, OpenAI’s head of Sora, recently hinted that rights holders might soon be able to charge users for Cameos featuring beloved mascots or public figures. Whether those paid options will include famous icons like Ronald McDonald remains to be seen, but it’s clear that OpenAI is positioning Sora to be at the intersection of AI creativity, pop culture, and digital commerce.
