In September, OpenAI introduced a feature in its app Sora that allows users to create deepfake videos using a digital likeness of themselves, called “cameo.” This unique offering propelled Sora to the top of Apple’s iOS download charts. However, the feature triggered a trademark lawsuit from Cameo, the platform where fans pay celebrities for personalized videos. As a result of the legal action, OpenAI has temporarily removed the “cameo” branding from Sora, renaming it “characters.”
OpenAI’s naming choices have raised eyebrows, particularly as the company faces another lawsuit regarding its future hardware device, which it planned to name “io.” This name is similar to that of an existing company, iyO, which is also working on an AI hardware product.
After a temporary restraining order issued by US District Judge Eumi K. Lee, OpenAI was instructed to cease using “cameo” and related terms. The company has stated it will comply with the order but has indicated that rebranding could take time as it searches for new names. The next court hearing on this matter is set for December 19.
Steven Galanis, CEO of Cameo, expressed frustration, stating that OpenAI must have known about Cameo’s existing trademarks yet chose the name anyway. He views the lawsuit as critical for securing the brand that he has developed over eight years, arguing that OpenAI’s use of the term “cameo” detracts from its original meaning, associating it instead with artificial content.
An OpenAI representative responded to the lawsuit by pointing out their intention to contest the claim that “cameo” can be exclusively owned, suggesting a desire to protect their right to use the term. While OpenAI’s generative AI system is capable of creating compelling content, it often lacks the originality that can prevent such legal disputes, highlighting a broader issue of naming and branding within the tech industry.
