Oct 3 (Reuters) - ChatGPT creator OpenAI will soon

introduce controls allowing the owners of content rights to

dictate how their characters are used in its AI video-generating

tool Sora and plans to share revenue with those who permit such

use.

The artificial intelligence company will give rights holders

"more granular control over generation of characters," Chief

Executive Sam Altman posted on his blog on Friday.

Altman said options for copyright owners, such as television

and movie studios, will include being able to block the use of

their characters.

Scrutiny is growing over AI-generated content and its impact

on intellectual property rights, as companies navigate how to

balance innovation with fair compensation for creators.

OpenAI launched Sora this week as a standalone app,

initially available in the United States and Canada. Videos in

the app can be up to 10 seconds long.

The app, which swiftly rose in popularity, lets users create

and share AI videos that can be spun from copyrighted content

and shared to social media-like streams.

Its copyright policy is expected to stir tensions in

Hollywood. At least one major studio, Disney ( DIS ), has opted

out of having their material appear in the app, people familiar

with the matter have told Reuters.

OpenAI also plans to introduce a revenue-sharing model for

copyright holders who permit their characters to be generated by

users, Altman wrote.

He said users are creating significantly more video content

than expected, often for niche audiences, prompting the need for

a monetization strategy.

Altman acknowledged that the revenue-sharing framework "will

take some trial and error to figure out," but said

implementation would begin soon as OpenAI intends to test

various approaches within Sora, before rolling out a consistent

model across its broader product suite.

Microsoft ( MSFT )-backed OpenAI launched a Sora model for

public use last year, expanding its foray into multimodal AI

technologies and competing with similar text-to-video tools from

Meta and Alphabet's Google.

Meta recently unveiled Vibes, a platform where users can

create and share short-form, AI-generated videos.