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A year after tech firm OpenAI roiled Hollywood with the release of its Sora AI video tool, Chief Executive Sam Altman was back — with a potentially groundbreaking update.

Unlike the generic images Sora could initially create, the new program allows users to upload videos of real people and put them into AI-generated environments, complete with sound effects and dialogue.

In one video, a synthetic Michael Jackson takes a selfie video with an image of “Breaking Bad” star Bryan Cranston. In another, a likeness of SpongeBob SquarePants speaks out from behind the White House’s Oval Office desk.

“Excited to launch Sora 2!” Altman wrote on social media platform X on Sept. 30. “Video models have come a long way; this is a tremendous research achievement.”

But the enthusiasm wasn’t shared in Hollywood, where the new AI tools have created a swift backlash. At the core of the dispute is who controls the copyrighted images and likenesses of actors and licensed characters — and how much they should be compensated for their use in AI models.

The Motion Picture Assn. trade group didn’t mince words.

“OpenAI needs to take immediate and decisive action to address this issue,” Chairman Charles Rivkin said in a statement Monday. “Well-established copyright law safeguards the rights of creators and applies here.”

By the end of the week, multiple agencies and unions, including SAG-AFTRA, chimed in with similar statements, marking a rare moment of consensus in Hollywood and putting OpenAI on the defensive.

“We’re engaging directly with studios and rightsholders, listening to feedback, and learning from how people are using Sora 2,” Varun Shetty, OpenAI’s vice president of media partnerships, said in a statement. “Many are creating original videos and excited about interacting with their favorite characters, which we see as an opportunity for rightsholders to connect with fans and share in that creativity.”

For now, the skirmish between well-capitalized OpenAI and the major Hollywood studios and agencies appears to be only just the beginning of a bruising legal fight that could shape the future of AI use in the entertainment business.

“The question is less about if the studios will try to assert themselves, but when and how,” said Anthony Glukhov, senior associate at law firm Ramo, of the clash between Silicon Valley and Hollywood over AI. “They can posture all they want; but at the end of the day, there’s going to be two titans battling it out.”

Before it became the focus of ire in the creative community, OpenAI quietly tried to make inroads into the film and TV business.

The company’s executives went on a charm offensive last year. They reached out to key players in the entertainment industry — including Walt Disney Co. — about potential areas for collaboration and trying to assuage concerns about its technology.

This year, the San Francisco-based AI startup took a more assertive approach.

Before unveiling Sora 2 to the general public, OpenAI executives had conversations with some studios and talent agencies, putting them on notice that they need to explicitly declare which pieces of intellectual property — including licensed characters — were being opted-out of having their likeness depicted on the AI platform, according to two sources familiar with the matter who were not authorized to comment. Actors would be included in Sora 2 unless they opted out, the people said.

OpenAI disputes the claim and says that it was always the company’s intent to give actors and other public figures control over how their likeness is used.

The response was immediate.

Beverly Hills talent agency WME, which represents stars such as Michael B. Jordan and Oprah Winfrey, told OpenAI its actions were unacceptable, and that all of its clients would be opting out.

Creative Artists Agency and United Talent Agency also argued that their clients had the right to control and be compensated for their likenesses.

Studios, including Warner Bros., echoed the point.

“Decades of enforceable copyright law establishes that content owners do not need to ‘opt out’ to prevent infringing uses of their protected IP,” Warner Bros. Discovery said in a statement. “As technology progresses and platforms advance, the traditional principles of copyright protection do not change.”

Unions, including SAG-AFTRA — whose members were already alarmed over the recent appearance of a fake, AI-generated composite named Tilly Norwood — also expressed alarm.

“OpenAI’s decision to honor copyright only through an ‘opt-out’ model threatens the economic foundation of our entire industry and underscores the stakes in the litigation currently working through the courts,” newly elected President Sean Astin and National Executive Director Duncan Crabtree-Ireland said in a statement.

The dispute underscores a clash of two very different cultures. On one side is the brash, Silicon Valley “move fast and break things” ethos, where asking for forgiveness is seen as preferable to asking for permission. On the other is Hollywood’s eternal wariness over the effect of new technology, and its desire to retain control over increasingly valuable intellectual property rights.

“The difficulty, as we’ve seen, is balancing the capabilities with the prior rights owned by other people,” said Rob Rosenberg, a partner with law firm Moses and Singer LLP and a former Showtime Networks general counsel. “That’s what was driving the entire entertainment industry bonkers.”

Amid the outcry, Sam Altman posted on his blog days after the Sora 2 launch that the company would be giving more granular controls to rights holders and is working on a way to compensate them for video generation.

OpenAI said it has guardrails to block the generation of well-known characters and a team of reviewers who are taking down material that doesn’t follow its updated policy. Rights holders can also request removal of content.

The strong pushback from the creative community could be a strategy to force OpenAI into entering licensing agreements for the content they need, legal experts said.

Existing law is clear — a copyright holder has full control over their copyrighted material, said Ray Seilie, entertainment litigator at law firm Kinsella Holley Iser Kump Steinsapir.

“It’s not your job to go around and tell other people to stop using it,” he said. “If they use it, they use it at their own risk.”

Disney, Universal and Warner Bros. Discovery have previously sued AI firms MiniMax and Midjourney, accusing them of copyright infringement.

One challenge is figuring out a way that fairly compensates talent and rights holders. Several people who work within the entertainment industry ecosystem said they don’t believe a flat fee works.

“Bring monetization that is not a one size fits all,” said Dan Neely, chief executive of Chicago-based Vermillio, which works with Hollywood talent and studios and protects how their likenesses and characters are used in AI. “That’s what will move the needle for talent and studios.”

Visiting journalist Nilesh Christopher contributed to this report.

Intel’s future has never seemed so uncertain. But most of the company’s roller-coaster ride of a year has been a lead-up to its next-gen CPU launch, announced this week. The chips will be known as Intel Core Ultra Series 3, codenamed Panther Lake, and they’re being manufactured in its new Arizona-based fabrication plant.

Intel claims the first configurations will ship before the end of the year and then more broadly starting in January 2026. We don’t have a complete lineup yet, but Panther Lake will include up to 16-core CPUs with a “more than 50 percent faster CPU” performance over the previous generation. Intel claims that the new integrated GPU with have up to 12 GPU cores that are also 50 percent faster than the prior generation, boosted by a new architecture.

Intel is fighting back against the stiff competition. Qualcomm dramatically entered the Windows laptop race in 2024 with its Arm-based, highly-efficient Snapdragon X chips, doubling the battery life of current Intel-powered laptops in some cases. While Intel was able to respond to the battery-life competition with its Core Ultra Series 2 V-series chips in late 2024, performance took a hit on these laptops, and the efficiency only applied to flagship, thin, and light laptops. Budget-level and high-performance laptops used a different architecture and therefore didn’t get that same bump in efficiency.

That made shopping for a laptop in 2025 even more head-scratching than normal. These next chips will attempt to fix this problem, with the company promising “Lunar Lake–level power efficiency” and “Arrow Lake–class performance.” Intel really needs to achieve that promise, because with Qualcomm’s Snapdragon X2 Elite having just been previewed and the Apple M5 on the way, the stakes keep rising. —Luke Larsen

Apple’s Next Hardware Launch Is Coming Soon

Tim Cook on stage during the Apple Keynote on September 9, 2025.Photograph: Julian Chokkattu

If you’re thinking, didn’t Apple just have an event? Yes, the company debuted new iPhones, Apple Watches, and AirPods just last month. But rumors are heating up that the company will announce more products this month, focused on iPads and MacBooks. That’s not unusual, as the company has held October events for the past few years, usually for the tablet and Mac lineups. It’s unclear whether this will be an actual event or a silent launch via press release. The company has done both in the past.

So what can you expect? The marquee announcement will revolve around the anticipated M5 chipset, which may debut inside a new MacBook Pro and the iPad Pro. The flagship tablet likely won’t look or feel too different from the prior M4 version. MacBooks are a little more up in the air on launch timing; it could be at this event or early in 2026. If they are announced, it’ll be a new 14- and 16-inch MacBook Pro with an M5, M5 Pro, and M5 Max chip. Apple has also reportedly been gearing up for a budget MacBook launch powered by an iPhone processor, but this may arrive early in 2026 instead.

Other hardware that may debut at this October event includes a new Vision Pro powered by an M4 or M5 chip with a comfier head strap, though it’s otherwise the same as the original headset. There may be a new Apple TV with a faster chipset, the new version of Siri (though this won’t come until 2026), and Wi-Fi 7 support. And we may finally see a second-gen AirTag, with a longer range.

The PlayStation 6 May Arrive in a ‘Few Years’

Sony published a video to its PlayStation YouTube Channel this week featuring Mark Cerny, the lead architect of the PS5, and Jack Huynh, AMD’s senior vice president. It’s largely technical, digging into graphics technology that the two companies are jointly developing.