OpenAI Sora is gone. The artists are still working.

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March 25, 2026, 2:02 PM

• •Sora 2, an AI video generator, failed to gain sustained user engagement despite impressive technical capabilities.
• •The app's demise highlights the importance of context and origin in creative works, not just the output.
• •OpenAI shifted its focus towards robotics and enterprise productivity, away from creative applications.
• •The failure of Sora suggests that AI-generated creativity, presented as the point rather than the instrument, did not find its audience.

OpenAI's Sora 2, designed to generate videos from text, initially caused excitement and fear of job displacement within creative industries. However, the app quickly lost traction, failing to sustain user engagement despite impressive technical capabilities. This failure highlights that audiences value the context and origin of creative works, not just the output itself. OpenAI's shift towards robotics and enterprise productivity suggests a recognition that AI's primary utility may lie in assisting human work rather than replacing human expression.

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