In response to a wave of racist videos created with its newly released video-generation tool “Sora,” OpenAI has announced a formal ban on generating deepfakes of civil-rights leader Martin Luther King Jr. The company made the move on October 16, 2025, in collaboration with the Estate of Martin Luther King Jr., Inc., citing “disrespectful depictions” that violated likeness and dignity considerations.
Sora 2, the upgraded version of OpenAI’s generative video model, offers high-fidelity audiovisual output capable of realistically replicating real-world people and settings. It was these capabilities that enabled misuse: users generated videos depicting King in racist or manipulated contexts, triggering the policy change.
OpenAI’s statement emphazises that “historical and public figure families should have control over how their likenesses are used.” From now on, generations of Martin Luther King Jr. using Sora will be paused while the company updates safeguards and review-mechanisms. The company is also engaging directly with content-owners and public-figures regarding how their likenesses may (or may not) appear in generative AI outputs.
Why this matters:
- Generative video models are reaching a sophistication where misuse of a real person’s likeness can easily cross ethical, legal and reputational lines.
- The move demonstrates that AI platform providers are increasingly taking responsibility for how their tools are being used (or misused) rather than simply providing technology.
- It raises broader questions about representation, consent, and rights for historical and public-figures in the era of generative media.
What to watch next:
- How other AI companies respond: will similar bans or policies emerge for other public/historical figures?
- The legal/regulatory responses: will this push for clearer legislation or industry standards around “AI deepfakes” and likeness rights?
- Implementation of safeguards: how will OpenAI (and others) audit or enforce such bans, especially when generative media proliferates freely?
