The celebrity-video marketplace Cameo has filed a lawsuit against OpenAI in a California federal court, alleging that the “Cameo” feature in OpenAI’s new Sora video-generation app infringes Cameo’s trademark rights.

 According to the complaint, OpenAI’s use of “Cameo” to label user-created virtual likenesses directly competes with Cameo’s service, which lets users pay celebrities for personalised short video messages. Cameo argues that OpenAI’s naming is “in blatant disregard for the obvious confusion it would create” and that consumers may mistake AI-generated videos in Sora for Cameo’s authentic offerings. OpenAI has responded that it is reviewing the complaint and disputes the idea that any one entity can claim exclusive rights over the word “cameo”.

 Cameo is seeking unspecified monetary damages and a permanent injunction preventing OpenAI from using “Cameo” in this context. The case underscores rising tension between conventional celebrity-content platforms and AI firms entering adjacent markets.