OpenAI is continuing its strategy of building AI ‘super-applications’ by integrating its most advanced video model, Sora, directly into the ChatGPT platform. The move is reported by The Information to consolidate multimodal tools into a single interface, which could significantly change the way companies approach visual content creation.
The decision to integrate Sora into ChatGPT – a flagship product with hundreds of millions of users – is a clear signal that OpenAI wants to move beyond the niche market of video professionals and hit the mass business audience. To date, Sora has operated as a standalone app, launching in September 2025, offering advanced editing features and social video sharing. Maintaining both access paths suggests that the San Francisco-based giant is copying the model made famous by DALL-E: deep integration for the general public and a dedicated tool for professionals.
For the business sector, this integration is all about lowering the barriers to entry. Instead of managing multiple subscriptions and switching between windows, marketing or internal communications departments will be given the ability to generate dynamic video content in the same thread as scripts or strategies. It’s a blow to the competition – Meta and Google Alphabet are also developing their video models, but it’s OpenAI that currently has the most loyal corporate user base.
However, the challenges remain the same: issues of copyright and content authenticity. While Sora allows for the generation of impressive content, the industry is keeping a close eye on how OpenAI will handle the filtering of protected content. Despite these controversies, the move cements ChatGPT’s position as a central hub for the new creative economy, where video becomes as natural an element of enquiry as text or code.
