The next phase of online video increasingly blurs the distinction between human- and AI-generated content. In late September, Meta CEO Mark Zuckerberg introduced "Vibes, " a feature enabling users to create and view AI-generated videos. Shortly after, OpenAI released Sora 2, allowing users to generate videos featuring "cameos" of themselves, friends, and others who grant permission. Currently invite-only, Sora 2 quickly rose to the top of Apple's app store. An OpenAI spokesperson told CBS News that broader access is planned but did not specify a timeline. These apps belong to a growing suite of AI tools simplifying video creation for non-experts, including generating hyperrealistic or imaginative content. "You're only limited by your imagination, " said Hany Farid, UC Berkeley professor of electrical engineering and computer sciences. OpenAI demonstrated Sora 2's capabilities with simple prompts like "a man rides a horse which is on another horse" and "figure skater performs a triple axle with a cat on her head, " producing quirky, convincing videos. Beyond creativity, these tools herald a new era for social media. Both Sora 2 and Meta's "Vibes" offer TikTok-like experiences where users scroll through entirely AI-generated videos. Adam Nemeroff, assistant provost at Quinnipiac University, believes Meta aims for AI content from Vibes to coexist alongside human-made videos in users' feeds, driven by Meta’s focus on capturing attention. He also anticipates big tech companies will monetize AI video content via ads and brand placements. Despite rapid AI adoption through tools like ChatGPT, Anthropic’s Claude, and Google’s Gemini, companies are still refining ways to profit from AI. OpenAI plans to initially offer Sora 2 free but may charge users for additional videos if demand exceeds computing resources. Meta confirmed Vibes is free with no immediate changes planned. The rise of AI-generated videos raises concerns over a potential glut of low-quality "AI slop, " including deepfakes that might be mistaken for real content.

Meta allows Vibes videos to be cross-posted on platforms like Facebook Stories, which could crowd out higher-quality information. Nemeroff noted such content often appears alongside reputable material, potentially diluting overall quality. OpenAI’s website outlines measures to limit harmful content from Sora 2 and to help users identify AI-generated videos. Each video includes visible and invisible provenance signals. Similarly, Meta introduced safeguards including invisible watermarks on AI-generated videos for traceability and "AI Info" labels to assist users in distinguishing content. Experts emphasize that AI-generated video advancements will disrupt the entertainment industry and online content broadly. Farid warned, "Anybody with a keyboard and internet connection will be able to create a video of anybody saying or doing anything they want. " Meta stated its goal with Vibes is to lower creative barriers and empower users to produce AI content. Nonetheless, this transition is expected to be turbulent. Industry professionals are already demanding safeguards to protect livelihoods, especially amid concerns over copyright. Sora 2 initially appeared to place enforcement responsibility for copyrighted characters on the rights holders. Following backlash, OpenAI CEO Sam Altman pledged to give rightsholders more granular control over character generation. However, industry groups remain uneasy. Charles Rivkin, CEO of the Motion Pictures Association, criticized OpenAI for insufficient action, asserting the company—not rights holders—must prevent infringement on Sora 2. Adding to controversy, Dutch producer Eline Van der Velden sparked Hollywood backlash by unveiling an AI-generated actress. The Screen Actors Guild emphasized that creativity should remain human-centered. In summary, while AI-generated video tools like Meta’s Vibes and OpenAI’s Sora 2 open new creative and social media possibilities, they also pose challenges regarding quality, copyright, and industry disruption. Farid concluded, “There will be some destruction and some creation, and it’s coming for more than just the movie and music industry—it’s coming for a lot of industries. ”