Social AI Video Has Arrived: Meta’s Vibes and OpenAI’s Sora Aim to Transform Your Feed

While the initial wave of AI focused on chatbots, the next evolution is here: social AI video. In late September 2025, OpenAI introduced Sora, a social video app available by invitation only, while Meta launched Vibes, a short-form stream of AI-generated clips within the Meta AI app. Together, these innovations signal a new frontier in capturing attention, igniting creativity, and reshaping advertising strategies.

This transformation is critical as it merges the engaging, endless-scroll nature of TikTok-style feeds with advanced, photorealistic AI models capable of producing videos on demand. This paradigm shift could redefine content creation for creatives, direct brand engagement for marketers, and influence how platforms monetize user engagement.

Key Developments This Week

• OpenAI’s Sora Launch: The new iOS app features an enhanced text-to-video engine with a social feed designed for creating, sharing, and remixing 10-second clips. A unique cameo feature enables users to insert themselves or friends into AI-generated content after a quick identity verification. Currently, Sora is rolling out in the U.S. and Canada on an invitation-only basis.
• Meta’s Vibes Introduction: Vibes is a dedicated feed for AI-generated short videos within the Meta AI app and on meta.ai. Users can create videos from scratch, remix others’ clips, incorporate music, and seamlessly cross-post to Instagram and Facebook Stories and Reels.
• AI Personalization and Advertising: Starting December 16, 2025, Meta will leverage users’ interactions with Meta AI to personalize content and advertisements. Notifications about these changes will commence on October 7, excluding sensitive topics like health and politics from targeted ads.

Understanding Sora 2

Sora’s next-generation model introduces synchronized audio, improved physics, and enhanced control for multi-shot prompts. Here are some highlights:

• Integrated Audio: Now, Sora generates synchronized speech, sound effects, and ambient sounds, creating polished clips immediately.
• Realistic Motion: Enhanced physics capabilities ensure that objects demonstrate realistic movements, like a missed basketball shot rebounding instead of teleporting into the hoop.
• Control Over Multi-Shot Prompts: Users can maintain consistency across multiple shots, making it easier to create mini-storyboards or quick ads.
• Cameos with User Consent: Users can record a short live video to verify their likeness and decide how and by whom it can be used, granting total control over their digital presence.
• Availability: Currently available on iOS, with invites being rolled out in the U.S. and Canada, along with plans for broader expansion and an API in the future.

OpenAI emphasizes that Sora focuses on long-term user satisfaction rather than maximizing time spent in the app, indicating no advertisements for now. However, there may be a charge for generating additional videos during high demand periods.

What Vibes Brings to the Table

Vibes showcases a rich feed of AI-generated clips in the Meta AI app and on meta.ai. Users can create from scratch, remix existing videos, add music, and share content across Instagram and Facebook. The feed is personalized over time based on user engagement and content creation.

Additionally, starting December 16, 2025, interactions with Meta AI will shape the content the user sees across Meta’s platforms, raising the stakes for engagement and personalized advertising.

Divergent Paths with Common Goals

While OpenAI and Meta are pursuing different strategies—OpenAI focusing on user wellbeing and creativity without immediate advertising, and Meta enhancing personalization for monetization—both companies are racing toward scaling social AI video. Finding sustainable monetization models will be crucial to address the considerable computational costs of generating such content.

Opportunities for Creators and Brands

For content creators, social AI video reduces the barriers to producing engaging clips:

• Rapid Prototyping: Develop storyboards and ideas quickly without extensive filming.
• Scaling Personalization: Create multiple variations of a concept tailored to diverse audiences or platforms.
• Collaborative Remixing with Guardrails: Cameos introduce an exciting collaboration format while maintaining control over consent.

Brands, too, can leverage this landscape:

• Targeted Creatives: Tailor advertisements and posts rapidly based on interests or contexts.
• Efficient Testing: Launch various iterations and discover what resonates before investing heavily in production.
• Innovative Partnerships: Expect new frameworks for managing character, music, and IP rights as platforms adapt to evolving needs.

Addressing Safety and Ethical Concerns

As AI video becomes increasingly realistic, substantial concerns arise:

• Misinformation Risks: Instances of misleading or disturbing content generated by Sora highlight the urgent need for platform responsibility.
• Copyright and Intellectual Property: OpenAI is implementing more robust controls for rights holders, including options to block unauthorized uses and potentially shared revenue models.
• Privacy Issues: Meta’s approach to integrating AI chat signals with ad personalization raises queries about data usage and consumer profiling.
• Representation and AI Personas: Past experiments with AI characters at Meta have sparked debates about authenticity and consent, an issue looming over the rollout of Vibes.

To navigate these complexities, both platforms are working on provenance signals and policy safeguards, including watermarks and traceable metadata. Sora has adopted measures for teen protections and tighter consent for cameos, while Vibes is set to evolve as it develops its models and guidelines.

Transforming the Social Media Landscape

Social AI video blurs the lines between creators and consumers. This innovative approach fosters a culture where feeds are more than passive viewing experiences—they’re invitations to remix and create. While this could ignite creativity, there’s also a risk of inundating platforms with low-effort, synthetic content that overshadows genuine voices.

For marketing and media professionals, anticipate:

• New Creative Processes: Teams will develop prompts and variations similar to drafting copy.
• Emphasis on Consent: Collaboration and likeness rights will demand clear approvals and revocation options.
• Provenance Features: Labels, watermarks, and metadata will become essential for brands and publishers.
• Measurement Challenges: Distinguishing the impact of AI-generated versus filmed content will complicate performance tracking.

Competitive Landscape

OpenAI and Meta are part of a broader competitive environment, with Google’s Veo, Runway’s Gen-3, and Meta’s own Movie Gen research pushing forward in quality and control. The battle isn’t just about producing the most realistic clips; it’s about crafting a social experience that excites users while being safe and sustainable.

Practical Tips for Safe Experimentation

If you’re eager to explore social AI video, consider these guidelines:

• Likeness as a License: Always secure explicit consent for cameos. Regularly audit permissions and revoke access when necessary.
• Maintain Factual Prompts: For news-related content, stick with factual information to mitigate misinformation risks.
• Plan for Provenance: Clearly label content and keep original versions for verification. Utilize available metadata features.
• Respect Intellectual Property: Stay informed on intellectual property rights and evolving platform policies.
• Keep Data in Mind: Be aware of how your interactions may influence recommendations and ads, especially on Meta’s platforms.

What to Watch Moving Forward

• Monetization Strategies: Will OpenAI introduce ads in Sora or explore other revenue streams as demand increases?
• Policy Changes: As rights holders voice concerns, expect rapid updates to copyright controls and revenue-sharing arrangements.
• Safety Measures: Should harmful content go viral, there may be increased pressure on platforms to enhance safety protocols.
• Cross-Platform Feedback: The sharing of AI signals across Facebook, Instagram, and WhatsApp could lead to enhanced recommendation coherence.

Final Thoughts

Social AI video is not just a trend; it’s the next significant phase of consumer AI. With Sora and Vibes, we stand on the brink of a future where feeds are rich in prompts, cameos, and remix culture. This development opens thrilling creative avenues but also brings forward pressing concerns about safety, rights, privacy, and power dynamics. The platforms that successfully balance creativity with responsibility will thrive, ensuring users maintain control over their likeness, data, and attention.