Mark Cuban is generating significant attention on the social media platform Sora after allowing users to create AI-generated videos using his likeness. The billionaire investor and former “Shark Tank” judge gave open permission for this innovative use of his image, which has resulted in a surge of viral content featuring him.
On March 14, 2024, Cuban announced his decision to embrace the AI trend, stating, “have at it” to anyone interested in producing videos with his appearance. This bold move positions him as one of the first major public figures to welcome participation in OpenAI’s product experiment. Within just a day, his face became a popular feature on Sora and the platform X, drawing considerable engagement from users.
The initiative also serves as a promotional vehicle for Cuban’s company, Cost Plus Drugs. Each video that incorporates his likeness includes an advertisement for the affordable drug company, effectively merging entertainment with marketing. Cuban expressed his enthusiasm for the experience, saying, “It’s been a blast. I was just curious what people would come up with, and I wanted to experiment with the plug for costplusdrugs.com. So far it’s worked out great.”
Embracing Innovation on Sora 2
Sora 2, developed by OpenAI, is an invite-only social media platform currently available in the United States and Canada. It allows users to give consent to friends or other users to use their likeness in videos. This innovative approach has captivated audiences, with Cuban’s deepfakes showcasing him in various humorous and imaginative scenarios.
In one notable video, Cuban dons a bright yellow cardigan with an apple design and speaks rapidly in a playful classroom setting, promoting his company while cheerful music plays in the background. Other videos feature him dancing in Madrid and performing as a pop star, consistently ending with the tagline, “Brought to you by Cost Plus Drugs.”
Cuban has actively shared these videos on X, where they have garnered tens of thousands of views, reflecting the growing popularity of this new form of digital engagement. He noted that “Sora has done a great job keeping the creepy stuff out, which makes it all the better,” a comment that highlights the platform’s efforts to maintain a positive user experience.
Industry Reactions and Future Implications
Cuban’s decision has not gone unnoticed in the tech industry. Sam Altman, CEO of OpenAI, and Bill Peebles, head of Sora, discussed the implications of Cuban’s strategy during a recent episode of the “TBPN” podcast. Co-host Jordi Hays remarked on Cuban’s shift from a critic of AI in advertising to someone leveraging the technology to its fullest potential.
Altman commented, “I think there’s gonna be all these weird new dynamics that we see emerge that weren’t possible in previous kinds of video. This is like a fun period, because it’s all going to be so different every few days.” His observations indicate a broader trend towards the integration of AI in creative and commercial spaces, suggesting that this is just the beginning of a rapidly evolving landscape.
Cuban’s viral moment on Sora illustrates the intersection of technology and personal branding. By embracing AI and allowing users to creatively engage with his image, he not only promotes his business but also opens doors for future innovations in digital content creation. As this trend continues to unfold, it will be intriguing to see how other public figures respond to the growing influence of AI in their own marketing strategies.