OpenAI appears ready to take another bold step in the artificial intelligence landscape, with the intention of integrating its revolutionary video generation model, Sora, directly within the ChatGPT platform. This move, according to reports from The Information, could mark a significant turning point, offering millions of users unprecedented access to AI-based video content creation.
Recall that the standalone Sora application, launched alongside Sora 2 in September 2025, initially generated enormous interest. However, over time, enthusiasm seems to have waned, partly due to the limitations imposed on the quantity and type of videos that could be generated. Integration with ChatGPT could therefore represent a second life for this powerful tool, with the ambitious goal of further expanding ChatGPT's weekly active user base, already impressive with 900 million registered users as of February, aiming to surpass the one billion threshold.
Despite the integration, the standalone Sora application is expected to remain active, although its ranking in free app charts has declined and public sharing of generated videos is limited to a small number of users. This suggests that OpenAI is seeking new strategies to maximize the impact and usage of its most advanced models.
The operational cost for generating videos via Sora is not easily quantifiable. We know that OpenAI charges API customers a rate of $0.10 per second for 720p video. In 2025, the company offered 30 free video generations per day per account in the Sora app. With a potentially much larger audience through ChatGPT, costs could escalate rapidly. This scenario might explain OpenAI's projections, which estimate spending over $225 billion on inference, i.e., the costs of running the models, between 2026 and 2030. A considerable investment that underscores the scale of the company's ambitions.
To monetize Sora, OpenAI had already introduced a system for purchasing credits to generate additional videos. A similar mechanism is likely to be implemented in the ChatGPT integration as well. There is even speculation about the possibility of offering video generation with known characters, such as Disney ones, to further incentivize users to make purchases beyond the free generations. Regardless of the actual impact on user growth, it is certain that OpenAI will have to bear even higher operational costs.
This strategic move by OpenAI fits into a context of rapid evolution in the field of generative artificial intelligence. The ability to create realistic and complex videos from simple text prompts opens up unprecedented scenarios for content creators, marketing professionals, and developers. Integration with a widespread conversational platform like ChatGPT makes this technology accessible to an even wider audience, effectively democratizing advanced video creation. It is a step that could redefine how we conceive and produce multimedia content, bringing AI increasingly to the center of our digital lives. Consider the potential for creating personalized promotional material or for immersive storytelling.
The challenge for OpenAI will not only be technological but also economic, having to balance innovation with the sustainability of operational costs. However, the ability to generate high-quality video content could attract new business models and partnerships, as already glimpsed in other sectors thanks to the use of AI in the commercial sector or in integration with gaming platforms.
The evolution of models like Sora represents an acceleration towards a future where the line between reality and digital creation becomes increasingly blurred. The ability to generate realistic videos also raises important ethical and safety questions, topics already widely debated in the context of artificial intelligence and privacy.
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