OpenAI, the artificial intelligence research lab, is facing a lawsuit from Cameo, a Chicago-based startup, over alleged trademark infringement. The dispute centers around the ‘Cameo’ feature in OpenAI’s Sora video generation tool, which enables users to create videos featuring celebrity likenesses. Cameo argues that this use of the term ‘Cameo’ confuses consumers and dilutes its brand, which is known for offering personalized video messages from celebrities. This case, filed in late October 2025, underscores the escalating tensions between AI developers and established digital platforms over intellectual property rights.
Background on Cameo
Founded in 2017, Cameo is a startup that has carved out a niche for itself by connecting fans with celebrities for custom video messages. By 2021, the platform had generated over $100 million in revenue. The company’s trademark for “Cameo” was registered with the U.S. Patent and Trademark Office in 2018, covering services related to personalized celebrity content. While Cameo has expanded into merchandise and events, its core brand identity remains tied to the concept of quick, affordable “cameo” appearances in videos.
OpenAI’s Sora and the ‘Cameo’ Feature
OpenAI’s Sora, launched in 2024, is a text-to-video AI model capable of generating up to one-minute clips from prompts describing scenes or actions. The ‘Cameo’ feature in Sora, announced in early 2025, allows users to incorporate realistic likenesses of celebrities into generated videos. This feature was marketed as a tool for creative storytelling, with OpenAI positioning it as an innovative extension for filmmakers and content creators.
Details of the Trademark Infringement Allegations
The lawsuit filed by Cameo alleges that OpenAI’s ‘Cameo’ feature directly infringes on its federally registered trademark. The crux of the argument is that OpenAI is using the identical term ‘Cameo’ for a competing service involving celebrity likenesses. The lawsuit, filed in the U.S. District Court for the Northern District of Illinois, claims that this overlap is causing consumer confusion, as both offerings involve personalized celebrity video content. This confusion, Cameo argues, could potentially divert traffic and goodwill from its platform. The complaint seeks an injunction to halt OpenAI’s use of ‘Cameo’ and damages exceeding $1 million.
Legal Basis and Precedents
The suit invokes Section 43(a) of the Lanham Act, arguing false designation of origin and unfair competition due to the overlapping branding in the digital media space. Cameo cites prior cases like the 2023 ruling in Tiffany & Co. v. eBay, where trademark dilution from similar terms in online services led to liability. The lawsuit also emphasizes that OpenAI’s global reach amplifies the alleged harm, as the infringement extends beyond U.S. borders to international users accessing Sora.
Company Responses and Statements
Steven Galanis, Cameo’s CEO, stated in the lawsuit filing that OpenAI’s feature “misappropriates our brand identity and undermines years of innovation in celebrity engagement.” OpenAI, on the other hand, has not yet issued a public response. However, reports suggest that the AI research lab is preparing a defense claiming that the ‘Cameo’ term is descriptive and not exclusively owned by the plaintiff. It’s worth noting that Cameo had approached OpenAI informally before litigation, but negotiations broke down over licensing terms.
Broader Implications for AI and Trademarks
This lawsuit underscores the challenges for AI firms in adopting common terms like ‘Cameo’ without clearance. It could potentially set precedents for generative tools using branded concepts. Similar disputes, such as Getty Images v. Stability AI in 2023, highlight how AI’s rapid evolution outpaces trademark protections in creative industries. The case could also influence OpenAI’s product roadmap, prompting renames or partnerships to avoid ongoing legal risks in the $100 billion AI market.
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