Cameo sues OpenAI over Sora’s “Cameo” feature — trademark clash and deepfake concerns

Cameo, the platform that connects customers with paid celebrity video messages, has filed a trademark lawsuit against OpenAI over the name “Cameo” used for a feature in OpenAI’s Sora app. The complaint alleges trademark infringement and claims OpenAI’s use of the term — and its offering of AI‑generated celebrity likenesses — will confuse consumers and dilute Cameo’s brand.

The suit says OpenAI’s Sora app has offered AI‑generated “cameos” that recreate celebrities’ likenesses, citing examples such as Mark Cuban and Jake Paul. OpenAI has responded that no company can claim exclusive ownership of the common word “cameo” and is reviewing the complaint.

Key points

• Trademark claim: Cameo argues OpenAI knowingly used a federally registered trademark and that consumers may confuse AI‑generated clips with authentic celebrity videos sold through Cameo.
• Deepfake concerns: Sora’s video generator has already drawn attention for generating realistic videos — including of deceased or copyrighted characters — raising legal and ethical questions.
• OpenAI’s stance: The company disputes exclusive ownership over the word “cameo” but is reviewing the legal filing.

Why this matters

This dispute sits at the intersection of trademark law, publicity rights and the growing use of AI to create realistic likenesses. Courts will need to balance brand protections against descriptive or generic uses of words, while also considering whether AI engines offering celebrity likenesses step on existing commercial services that book real talent.

What to watch next

• How courts treated similar trademark claims and whether “cameo” is deemed protectable in this context.
• Whether the lawsuit prompts OpenAI (and other AI makers) to change feature names or restrict generation of identifiable celebrity likenesses.
• Broader policy or legislative moves around AI deepfakes, right of publicity and transparency labels for AI‑generated content.

For original reporting on the lawsuit and reactions, see coverage by Reuters and Engadget (linked below).

Sources: Reuters and Engadget.

Discussion: Should AI platforms be allowed to sell or generate realistic celebrity likenesses under descriptive names — or should trademark and publicity rights block that use? What rules would you put in place?