Stop Calling Them ‘Audiences’—They’re Your New Creative Team!

Bi-weekly news commentary

Hey friend,

How are you? I hope you’re doing well.

The gist:

If you follow the news with the recent release of Sora 2, you’d know that the company faced a barrage of copyright lawsuits after users leveraged their protected content in their videos. In response, OpenAI last week announced that it wants brands to authorize the use of their protected mascots in Sora 2 videos. To do it, brands would need to opt out of inclusion. The thinking goes, McDonald’s could allow users to include Ronald McDonald while building safeguards around improper use. The reality is that the train has already left the station, and this popular mascot has already been plugged into many videos in unexpected contexts. It won’t stop there. Sora 2’s Cameo Characters, where users use their likeness in videos, in my opinion, are getting one step closer to redefining the relationship between brands and audiences, even further.

Find out why this story is a critical milestone, and what you can do to calibrate your business around it.