OpenAI has appointed Charles Porch, former VP of global partnerships at Instagram, as its first-ever vice president of global creative partnerships. This strategic move aims to engage the skeptical entertainment industry. With over 15 years at Instagram and Meta, Porch facilitated high-profile collaborations, including Beyoncé’s album launch and TikTok creator migrations to Instagram Reels. He will leverage his extensive network to enhance OpenAI’s video generation model, Sora, by negotiating licenses for entertainers’ likenesses and promoting AI tools across music, film, fashion, and sports. While the role’s specifics remain evolving, Porch emphasizes collaboration with creative communities to optimize product offerings. As AI faces resistance in Hollywood due to concerns over job displacement and intellectual property issues—highlighted by recent writers’ and actors’ strikes—OpenAI’s $1 billion licensing deal with Disney represents a significant breakthrough. However, successfully licensing real individuals’ likenesses remains challenging, despite some celebrities showing openness to AI under favorable terms.
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