OpenAI has doubled down on its ambitions in generative AI, specifically in video. On September 30, 2025, the company unveiled Sora 2, its next-generation audio and video model, alongside a brand new social app — Sora — built to enable users to create, share, and remix AI-generated clips in a TikTok-style feed.

Below, we break down what Sora 2 offers, explain how the Sora app works, and outline the opportunities and risks it presents.

What Is Sora 2? The Evolution of OpenAI’s Video Model

From Sora to Sora 2

OpenAI’s original Sora model, released in December 2024, allowed users to generate short video clips from text prompts with moderate realism, but with limitations in physics, consistency, and synchronized audio.

Sora 2 represents a significant leap forward, focusing on:

• Physical realism and temporal consistency: better modeling of collisions, momentum, buoyancy, gravity, and interactions so that actions appear natural.
  
• Synchronized audio and dialogue: speech, ambient sound, and effects are more closely aligned to visual motion.
  
• Steerability and stylistic control: users can specify camera moves, shot types, tempo, and visual style.
  
• Multi-shot consistency and scene coherence: characters, lighting, and dynamics remain stable across shots, reducing abrupt transitions.
  

According to OpenAI, Sora 2 “improves compliance with the laws of physics and temporal consistency.” For example, when a basketball player misses a shot, the ball bounces realistically off the rim rather than appearing inside the basket.

The Sora App: A TikTok-Style Layer over AI Video

The Sora app is the public-facing platform that makes Sora 2 accessible to creators and viewers in a familiar vertical video format.

Key Features

Vertical swipe feed
The app is designed with a TikTok-like interface: vertical videos, swipe navigation, and a personalized feed algorithm based on user activity, location, post interaction, and optionally ChatGPT history.

Cameos (self-insertion)
Users can submit a one-time verified video and audio recording of themselves. Once approved, they can authorize friends to include their likeness in generated videos. The system notifies users whenever their likeness is used, and co-ownership rules allow them to revoke access at any time.

Remix and collaboration tools
Users can remix trending videos or contribute elements such as scenes, audio, or styles to collaborative trends.

Content length and format

• Current clips are limited to 10 seconds.
  
• No uploads from the camera roll are supported; all content must be generated within the app.
  
• Audio is integrated, allowing prompts with speech or typed instructions to generate matching sound design.
  

Access and pricing

• The app launches first on iOS, invitation-only, starting in the United States and Canada. Global expansion is planned.
  
• Basic use is free, with extra charges for additional generations during high demand.
  
• ChatGPT Pro subscribers gain access to Sora 2 Pro without an invitation.
  

Why Sora 2 and the Sora App Matter

Creative opportunities

• Lower barrier to video creation: no need for cameras or editing software, just a prompt.
  
• New storytelling formats: cinematic scenes, music videos, or surreal crossovers are now within reach.
  
• Prompt engineering becomes a creative skill.
  
• Social virality: the remix and cameo features encourage collaborative trends.
  

Risks and challenges

• Misuse of likenesses: despite safeguards, a risk of deepfakes, impersonation, and non-consensual content remains.
  
• Copyright disputes: questions remain about training data and whether copyrighted works were included.
  
• Content moderation: OpenAI bans impersonations of public figures and explicit material, but enforcement may face challenges.
  
• Disinformation: realistic AI-generated clips could make it harder to distinguish between genuine and artificial media.
  

Use Cases and Early Demos

To showcase improvements, OpenAI released clips of beach volleyball, skateboarding, and diving into a pool, highlighting more natural motion and synchronized audio. Other demos include gymnastic routines, paddleboard tricks with buoyancy modeling, and figure skating with consistent character motion.

Users report fewer visual glitches, smoother frame transitions, and more natural interactions compared to the original Sora.

OpenAI’s launch of Sora 2 and the Sora app marks a significant milestone in AI video generation. By combining technical improvements in physics, sound, and consistency with a social media layer, OpenAI is moving generative video closer to mainstream use.

The challenge will be balancing creativity with ethics, ensuring that safety and privacy measures keep pace with the growing realism of AI-generated content.

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OpenAI has unveiled a groundbreaking addition to its ChatGPT platform: ChatGPT Agent, a powerful new tool that enables the AI to autonomously complete complex tasks on the web—without human intervention. This marks a significant evolution in artificial intelligence capabilities, transforming ChatGPT from a conversational assistant into an autonomous agent that can browse websites, fill out forms, conduct financial research, analyze data, and more.

What Is ChatGPT Agent?

ChatGPT Agent is a web-enabled AI system that merges natural language understanding with direct browser interaction. Users can now issue complex instructions like:

• “Check my calendar and summarize upcoming client meetings using the latest news.”
  
• “Research three competitors and generate a presentation.”
  

The system not only interprets these commands but carries them out end-to-end using its own integrated web browser.

Combining Operator and Deep Research: The Technology Behind the Agent

The innovation stems from the integration of two prior OpenAI projects:

• Operator: An experimental agent that could interact with websites but lacked analytical depth.
  
• Deep Research: A tool designed for in-depth web research and synthesis, but unable to take direct action online.
  

ChatGPT Agent intelligently switches between these capabilities as needed, delivering optimal performance in both data analysis and online interaction.

Record-Setting Performance in Benchmark Tests

OpenAI reports impressive results from independent benchmarks:

• In the Humanity's Last Exam, which tests expert-level knowledge across disciplines, ChatGPT Agent scored 43.1%, setting a new record.
  
• On DSBench, a benchmark for data analysis, the agent outperformed human analysts with an 89.9% accuracy rate, compared to just 64.1% for humans.
  

These results underscore the agent’s superior performance in both comprehension and execution.

Safety, Permissions, and User Control

Despite its autonomy, OpenAI has emphasized strict safety protocols:

• The agent asks for explicit permission before taking sensitive actions like submitting forms, making purchases, or sending emails.
  
• An observation mode requires user supervision for delicate tasks.
  
• Users can interrupt, override, or stop any process at any time.
  

All browser interactions are handled with strict privacy controls, and no data is stored on ChatGPT’s servers.

Availability and Regional Limitations

ChatGPT Agent is now available for:

• Pro, Plus, and Team users
  
• With upcoming availability for Enterprise and Education accounts in July
  

Pro users enjoy nearly unlimited monthly tasks, while other paying accounts are limited to 50 tasks per month. However, EU users currently do not have access, as OpenAI works to ensure compliance with European regulations like the Digital Markets Act, Digital Services Act, and the AI Act.

Real-World Applications: Professional and Personal Use Cases

Workplace Automation

ChatGPT Agent can automate repetitive and time-consuming tasks, including:

• Creating editable presentations from screenshots
  
• Summarizing financial updates
  
• Reorganizing calendars and scheduling meetings
  
• Planning business events
  

Personal Productivity

In daily life, the agent can:

• Plan and book travel itineraries
  
• Organize social gatherings or full-course dinners
  
• Find medical professionals and schedule appointments
  

These tasks, often considered tedious, can now be handled autonomously with simple natural language prompts.

Proceeding With Caution: A Message From Sam Altman

OpenAI CEO Sam Altman has advised users to adopt the new tools gradually and with care. He recommends granting the agent minimum access necessary for each task to reduce potential security or privacy risks. The company also warns that the feature is still in development—particularly the presentation generation, which is in beta and may produce basic formatting for now.

The Future of AI Is Autonomous

ChatGPT Agent represents a paradigm shift in AI usability—from a reactive assistant to a proactive digital agent capable of real-world action. As OpenAI continues to refine this technology, users can expect even more autonomy, integration, and utility across professional and personal tasks. However, as with any powerful tool, responsible use and careful oversight remain essential.

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OpenAI is preparing to enter the e-commerce space more directly by embedding a full checkout experience within ChatGPT. The company plans to take a commission on each transaction generated through the platform, enabling users to discover and purchase products without leaving the chat interface.

A Commission System Built Into ChatGPT

According to recent reports, OpenAI aims to allow merchants to sell products directly through ChatGPT, collecting a small commission per sale. CEO Sam Altman has stated that the company is exploring a model that applies a 2% affiliate commission when users complete purchases after using ChatGPT’s product discovery tools, such as the Deep Research feature.

Although the payment infrastructure is still in development, OpenAI has reportedly shared prototypes with select partners and is negotiating financial terms with key stakeholders. The commission model represents a new monetization avenue for OpenAI, particularly as it seeks to generate revenue from users who do not subscribe to ChatGPT Plus or enterprise plans.

OpenAI and Shopify: A Strategic Partnership with Growing Tension

The April Collaboration

In April 2025, OpenAI announced a formal partnership with Shopify to co-develop conversational commerce features. This collaboration leverages Shopify’s technical infrastructure—which supports over 2.6 million stores in the U.S.—to enable product discovery and potentially full checkouts through ChatGPT.

New Restrictions from Shopify

Despite the partnership, friction has emerged. Shopify recently updated its robots.txt code to block fully automated agents from making purchases on behalf of users without final human review. This decision reflects growing concern about the rise of AI-powered “buy-for-me” tools and the potential risks they pose to merchant control and consumer trust.

Shopify’s move illustrates a broader industry tension: enabling innovation while preserving platform integrity. Although automated scraping and full agent transactions are restricted, Shopify continues to support legitimate integrations that comply with its policies, such as those using its official Checkout Kit.

Monetizing ChatGPT Beyond Subscriptions

Rising Revenues, Persistent Losses

OpenAI has rapidly increased its annualized revenue run rate, reaching approximately $10 billion as of mid-2025, nearly double its rate from December 2024. The company aims to achieve $12.7 billion in total revenue by year-end.

However, this growth has not eliminated financial losses. OpenAI reportedly lost $5 billion in 2024, underscoring the importance of diversifying its revenue streams. The new commission system on e-commerce transactions is part of a broader push to strengthen the business model and move closer to profitability.

Competing with Tech Giants

This strategic shift also positions OpenAI as a potential challenger to established players, such as Google and Amazon. By enabling product discovery and direct purchases within a conversational interface, ChatGPT poses a threat to disrupt how consumers search for and purchase products online. The result could be a significant change in internet shopping behavior.

The Rise of AIO: Artificial Intelligence Optimization

As generative AI systems begin to influence purchasing decisions, a new form of SEO is emerging: Artificial Intelligence Optimization (AIO). Merchants and marketers are now exploring how to tailor their product content for AI-driven recommendation engines, such as ChatGPT, to secure visibility within these increasingly influential platforms.

This development could reshape the e-commerce marketing landscape, with a shift from traditional search engine rankings to AI-curated results.

Risks and Regulations in AI-Powered Commerce

The potential for AI agents to complete transactions autonomously raises questions about consumer safety, privacy, and regulatory compliance. Recent research highlights that a majority of consumers are concerned about how AI tools collect data, make decisions, and represent their interests during online shopping.

Moreover, as OpenAI and partners develop these new capabilities, they must consider how to ensure transparency, user control, and fair business practices. The balance between innovation and accountability will be crucial for the widespread adoption of this approach.

Implications for Key Stakeholders

Consumers

Users may benefit from faster product discovery and simplified checkout experiences. However, they must also contend with potential privacy concerns and reduced transparency around how recommendations are generated.

Merchants

Sellers gain a new channel to reach customers directly within ChatGPT, potentially increasing exposure and sales. At the same time, they face new challenges related to optimization, commission fees, and potential disintermediation from their platforms.

E-Commerce Platforms

For companies like Shopify, this trend presents both opportunities and risks. On one hand, deeper integration with AI platforms may increase usage of their payment infrastructure. On the other, it may reduce demand for their merchant services if transactions begin shifting to external interfaces like ChatGPT.

OpenAI

By embedding commerce into ChatGPT, OpenAI can tap into a new source of revenue and offer a more engaging user experience. However, it must navigate evolving user expectations, merchant partnerships, and regulatory frameworks, all while maintaining trust in its AI systems.

Outlook: A New Era of Conversational Commerce

With the introduction of in-chat shopping and affiliate commissions, OpenAI is taking a bold step toward transforming ChatGPT into a full-fledged e-commerce interface. While still in development, this functionality signals the arrival of a new era where natural language conversations could become the primary interface for both product discovery and purchase.

As the ecosystem matures, merchants, marketers, platforms, and consumers will need to adapt. If OpenAI executes effectively—and in collaboration with trusted partners like Shopify—conversational commerce may soon become a standard part of the digital retail experience.

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OpenAI has updated ChatGPT to introduce a shopping experience through the chatbot and has integrated search on WhatsApp, allowing users to ask questions and receive updated answers.

ChatGPT already enables users to search for products, compare options, and make purchases while engaging in a conversation with the chatbot in natural language. It also offers personalized recommendations, reviews, and direct links to the merchant's page.

The new feature is currently limited to products in categories such as fashion, beauty, home goods, and electronics. However, OpenAI has already confirmed in a press release that it plans to expand the offering over time.

This new feature is available in all versions of the service, including the free, Plus, and Pro versions, as well as for those who access it without logging in, in markets where ChatGPT is already active.

ChatGPT in WhatsApp? 

Additionally, search has been integrated with ChatGPT in WhatsApp, allowing users to ask questions by sending a message in this messaging service and receive up-to-date answers.

Search in WhatsApp is available to all users and requires integrating ChatGPT into WhatsApp by dialing +1 800 242 8478 (i.e., 1-800-CHATGPT).

Among other new features, ChatGPT now offers multiple sources for the same answer, making it easier to verify information. Additionally, a new visual interface has been introduced that highlights the part of the answer relevant to each quote.

Finally, OpenAI has also announced that ChatGPT's memory will soon be integrated with search and shopping, enabling it to consider the context of previous conversations to provide more relevant responses. However, this feature will require further evaluation before being enabled in the European Economic Area, the United Kingdom, Switzerland, and other countries with specific regulations.

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Apple CEO Tim Cook confirmed that ChatGPT technology will be integrated into iPhone devices before the end of 2024 with the operating system update to iOS 18, aiming to improve Siri's performance.

"The rollout has started with developers this week. We've started with some Apple Intelligence features and other features, such as languages beyond U.S. English, coming later this year. ChatGPT will be integrated by the end of the year," he added. While ChatGPT will be available on iOS 18 devices in the U.S. before the end of 2024, roll out to other languages and regions will occur incrementally throughout 2025.

The new Apple Intelligence features will be launched gradually, all available after the first quarter of 2025. It should be noted that the company has already started to implement some of these features with the first test versions of iOS 18.1, but not all of them are available yet.

It is essential to understand that the company confirmed that only iPhone 15 Pro and 15 Pro Max phones can process all these functions, so all previous devices will be relegated. The integration of ChatGPT on iOS devices promises a number of innovations and improvements in iPhone interaction. Being natively integrated, Siri will be able to fall back on ChatGPT whenever it cannot perform an action requested by the user.

Meanwhile... Apple is also pushing to develop its own AI, Apple Intelligence

Apple has already presented its long-awaited commitment to artificial intelligence. The company's managers wanted to make the popular acronym AI. They have used it to give their name to this family of options: Apple Intelligence.

This AI system does not collect your personal data, which is something Apple says is achieved through software and hardware integration. Generative AI models require a lot of computing power, and according to Apple, the chips in the latest iPad, iPhone, and Mac (no Apple Watch or AirPods, it seems, for now) are capable of delivering such power.

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OpenAI, the ChatGPT creator, wants to achieve a valuation of $100 billion during its next investment round in 2024. 

Currently, the company is still in preliminary talks, with no information yet on terms, final value and/or timing. If this amount is achieved, the company led by Sam Altman would become the second most valuable startup in the United States, behind Elon Musk's SpaceX.

On the other hand, OpenAI is about to complete an IPO in early January. This would allow its employees to sell their shares, valued at $86 billion (78,006 million euros). This deal is led by Thrive Capital, which is receiving greater demand from investors than availability.

OpenAI is currently an extremely desirable company, and there is no doubt about it. This 2023 has been a reflection of the bet on artificial intelligence and how the launch of ChatGPT has proved to be a real revolution in this field. 

So far, Microsoft has allocated 11,791 million euros to the project. For this reason, giants such as Amazon or Alphabet are looking for a competitor to match.

ChatGPT isn’t OpenAI only profitable technology 

ChatGPT and GPT-4 have garnered much attention, but OpenAI has other text-related products. GPT-3, the previous flagship LLM, is a general text completion model: start a sentence and watch GPT-3 finish it for you. 

It sounds simple, but GPT-3 produces much more advanced text than any previous LLM. In addition, it can be tailored to specific examples, which is impossible with ChatGPT and GPT-4.

OpenAI is also working alongside G42 with the goal of raising funds for a new chip company. It is not yet clear whether the funding for the two projects is related, but for now, OpenAI expects to raise between $8 billion and $10 billion (€7.256 - €9.07 billion) from G42.

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As reported by Bloomberg, Apple is building a ChatGPT-style chatbot, which is called AppleGPT. Technology development has sometimes stalled due to the company's security concerns.

Currently, the chatbot is available to certain company employees, requiring authorization for use, who use it to create product prototypes. On the other hand, it summarizes texts and answers questions based on the data with which it has been trained. There still needs to be a defined strategy for making this technology available to consumers.

Apple's goal is to find a way in which the public can find utility in the project, not just to provide what ChatGPT and Bard already offer. In principle, the company will not offer any of these new tool until at least next year.

ChatGPT will arrive on Android next week

A few months ago, tired of copycats, OpenAI launched its official ChatGPT app on the iPhone. It was an applauded launch since, after months of being able to access the web version, users were eager to have a ChatGPT app, and some developers took advantage by launching fraudulent applications. This was a problem, as many had malware.

However, after the iPhone launch, the company confirmed they were working on an Android version of ChatGPT, but did not give an estimated date beyond a "coming soon." Now, the wait is over, and we'll have the official app next week. And you can sign up now.

GPT-4 integration with Android 

2023 has been crazy when it comes to artificial intelligence implementation. OpenAI attracted a lot of attention last year. Still, it was Microsoft with its Bing search engine with integrated GPT-4 that allowed Android users easy access to the system.

Google wasted no time and, after a somewhat controversial launch, at Google I/O they presented their new language model and the integration of their AI, Bard, with many systems. Moreover, although it took a while, Bard is already available in Europe, and it was clear that ChatGPT was just now catching up.

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The ChatGPT app has announced its expansion to 11 new countries, including some in Europe, and it reported more than 500,000 downloads in just six days after its launch, according to a new analysis by app intelligence provider data.ai. 

This ranks it as one of the top-performing apps launches this year and last, topped only by the February 2022 arrival of Trump-backed Twitter clone Truth Social.

OpenAI's ChatGPT application arrived to unseat competitors, successfully breaking through, including other popular AI and chatbot applications, as well as Microsoft's Bing and Edge applications, which offered some of the first significant integrations of OpenAI's GPT-4 technology.

Microsoft and Bing's apps also benefit from AI as a trend 

Despite this, Bing and Microsoft Edge app also took advantage of the interest in ChatGPT on its debut, respectively achieving 340 thousand and 335 thousand downloads on iOS and Android in their best five-day periods in February. 

Although OpenAI's ChatGPT app easily surpassed them, achieving 480 thousand installs in the first five days of its U.S. launch, when the app was only available on iOS.

Compared to just iOS downloads of Bing and Edge, ChatGPT was even further ahead with 480,000 installs versus Bing's 250,000 and Edge's 195,000 in this period.

The ChatGPT fever

On May 28, at the Computex show in Taiwan, Nvidia CEO Jensen Huang unveiled a new AI supercomputer platform called DGX GH200. According to Huang, the main goal of the supercomputer is to help tech companies develop successors to the popular AI chatbot ChatGPT.

Major tech companies such as Microsoft, Meta, and Google's Alphabet are expected to be some of the pioneering users of the supercomputer team.

Huang announced a new service called Nvidia ACE for Games, aimed at the video game industry. ACE will use AI to help give background characters in games more character.

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Google will launch its Artificial Intelligence chatbot Bard in over 180 countries simultaneously. The company first presented this tool in February. After several months of testing, they want to take it to the next level. So, it has just been announced by the company at its annual developer conference, Google I/O 2023. Sundar Pichai, CEO of Google and Alphabet, said, "he wants to make artificial intelligence a helpful tool for everyone."

The novelty that Bard brings is its global availability, so they no longer have the waiting list. After a trial period in the United States and the United Kingdom, it will be available in English in 180 different countries, as well as in Japanese and Korean. The technology company plans to launch it in 40 other languages shortly. Google aims to launch a series of AI functions to improve the experience when making queries. Among them is the possibility of integrating it into applications such as Docs, Drive, or Gmail.

Bard will be more visual than ChatGPT

Google is making Bard more visual, both in its answers and in its prompts. The company intends for the AI to not only display text answers but also provide an image to give a better idea of the search being performed. For example, if a user asks questions such as "What places to visit in New York" in addition to the text, it will show images of the area or landmarks in the city.

They will also allow you to include images, along with the text, with your directions. To make this happen, they will use the power of Google Lens directly to Bard. This way, the user can ask for a picture of two dogs to create "a funny description about these two." Using Google Lens, Bard will analyze the photo, detect the breeds of the dogs and write some creative captions.

Coding updates and export functions

For Google, feedback is key to improving this project. As part of that effort, from Google, they are incorporating developer feedback into some key coding updates:

Source citations: Starting next week, quotes will be even more accurate. If Bard brings up a block of code or quotes other content, simply click on the annotation, and Bard will underline those parts of the response and link to the source.

Dark Theme: This will help make interacting with Bard easier on the eyes.

"Export" button: This will add the ability to export and run code with its partner Replit, starting with Python.

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ChatGPT, OpenAI's artificial intelligence tool, is in the spotlight again, as Spain could ban ChatGPT for copyright infringement. 

After being banned in Italy a few weeks ago for not complying with user data protection laws, Spain is now also considering banning its use. According to Reuters news agency, the Spanish Data Protection Agency (AEPD) has registered a request to the European Union's privacy watchdog to assess the privacy concerns raised about ChatGPT. 

According to Reuters, they want to check the basis of such concerns now that the scrutiny of artificial intelligence systems has increased enormously.

"The AEPD understands that global processing operations that may have a significant impact on the rights of individuals require coordinated decisions at the European level," a spokesperson for the Spanish agency explained to Reuters while detailing the request that the AEPD has made to European data privacy bodies: "Therefore, in the short term, the AEPD has requested that the ChatGPT issue be included in the Plenary of the European Data Protection Committee so that harmonized actions can be implemented in the framework of the application of the General Data Protection Regulation." The Plenary is being held this Thursday, April 13, but, for the moment, it is not known whether or not the issue has been discussed at that plenary meeting.

Along with the AEPD, the French National Commission for Information Technology and Civil Liberties (CNIL) has made public that it is investigating several complaints about ChatGPT, although it has avoided further details for the time being.

ChatGPT under heavy pressure 

ChatGPT problems seem to keep growing. As reported by The Wall Street Journal, Joe Biden's administration has also begun examining whether controls are needed to regulate AI tools, a clear allusion to ChatGPT. 

In a first step, the U.S. Commerce Department last week issued a formal public request for comments on what it called "accountability measures," including whether new AI models should go through a certification process before launch. 

The release also mentioned how China's internet regulator has proposed strict controls on the type of content generated by platforms such as ChatGPT. At the moment, OpenAI has not commented on the matter.

ChatGPT is the best known of relational AI platforms that is able to emulate and elaborate human conversations. 

Its launch last November 30 has triggered a wave of impacts. Microsoft has adopted this technology and integrated it into most of its services, from its Bing search engine to office applications such as Word or Excel. 

There is no doubt that ChatGPT has become the tool of choice. Searches for this word, according to Semrush, have already accumulated 2.1 million searches since its launch. However, we must keep in mind that ChatGPT is still under development, and we must review all the information we are going to take from it.

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