The Sora app is OpenAI’s latest move into AI-powered video creation, quickly reaching the top of the iPhone App Store charts on Wednesday. Released alongside Sora 2, the next-generation text-to-video engine, the Sora app allows users to generate short-form videos in creative and experimental ways.
“Explore, play, and share your imagination in a community built for experimentation,” the App Store description of the Sora app states. With its closed, invite-only launch, OpenAI has taken a similar approach to Facebook’s early growth, building exclusivity around its new AI-driven platform.
Sora app gives users the ability to insert themselves, friends, or even celebrities into short-form videos. While critics warn of potential misuse and deepfake concerns, the app has quickly generated buzz as a new form of AI-powered social media.
OpenAI’s move with the Sora app comes as competition in AI video feeds heats up. Character.AI launched “Feed” in August, calling it the first AI-native social feed. Meta followed in September with “Vibes,” an endless scroll of short AI-generated videos inside the Meta AI app. MidJourney has also introduced a similar video feed, though its mobile app is still pending.
In each case, platforms like the Sora app encourage remixing, sharing, and creating short AI-generated videos under 10 seconds. Supporters claim this blurs the line between creators and consumers, while skeptics call it the rise of “infinite slop machines” — platforms churning out endless streams of low-quality AI content.
Despite its success, the Sora app raises sustainability concerns. AI video feeds consume vast amounts of energy through data centers, often powered by carbon-based sources. As more companies enter this space, the environmental cost of endless-scroll AI video feeds — from Sora to Vibes to Feed — continues to grow.
The Sora app may mark the beginning of a new era in AI entertainment, but it also fuels questions about the future of social media, digital creativity, and the price of keeping users endlessly scrolling.
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