Legacy Growth Blog

What Is Sora 2 and Why Everyone in Marketing Is Talking About It

OpenAI’s Sora 2 is the newest breakthrough in text-to-video artificial intelligence, and it’s already changing the digital marketing landscape. The app allows users to instantly generate hyper-realistic videos using text prompts and even upload their own likeness into scenes. Within its first week, Sora 2 reached over one million downloads, making it one of the fastest-adopted creative tools in history.

For business owners, marketers, and entrepreneurs, this technology opens new doors for content creation, but also raises serious questions about authenticity, intellectual property, and consumer trust.

How Fast AI Video Is Growing and Why It’s Causing Controversy

From public figures like Mark Cuban experimenting with AI cameos to corporate collaborations such as Mattel’s partnership with OpenAI, Sora 2 has captured mainstream attention at lightning speed.

But every innovation brings tension. Hollywood’s CAA agency has already warned that AI likeness generation could threaten creator rights.
The Guardian reports that OpenAI is now revising its copyright policies after users generated content featuring well-known characters.
And Futurism exposed how quickly the app was abused for deepfake “shoplifting” clips of real people.

The message is clear: the technology is impressive, but regulation, ethics, and responsibility haven’t caught up.

Why Trust and Authenticity Are the New Marketing Currency

In the age of hyper-realistic AI, the biggest threat to businesses isn’t being behind on technology, it’s losing credibility.
As Vox points out, platforms are being flooded with AI-generated “slop content,” eroding audience confidence and blurring the line between real and fake.

At Legacy Growth, we’ve seen this shift firsthand. The brands that continue to grow are the ones that double down on real human connection.

A slightly imperfect, founder-recorded video often outperforms a flawless AI-generated one. Why? Because people trust people, not pixels.

How Brands Can Use Sora 2 Without Losing Their Voice

1. Use AI Video Strategically, Not Habitually

Sora 2 can help marketers produce content fast, but it shouldn’t replace human creativity. Use it for short-form promos, visual mockups, or experimental storytelling, not for every customer touchpoint.

2. Pair AI With Human Context

Human voiceovers, behind-the-scenes footage, or real testimonials ground your message. The combination of authenticity and innovation creates balance, something AI alone can’t achieve.

3. Be Transparent About AI Usage

Even OpenAI’s official “Launch Sora Responsibly” guide urges creators to label AI-assisted content. Transparency builds credibility. The more honest your brand is, the more likely audiences are to trust your message.

4. Strengthen Brand Identity Across Every Platform

Inconsistent branding will only amplify confusion in an AI-saturated landscape. A clear and consistent identity, from your color palette to your copy tone, makes it easier for audiences to recognize the real you.
(See our blog: Why Brand Identity Is the Foundation of Every Successful Business)

5. Protect Your Content and Likeness

With AI tools capable of replicating faces and voices, protecting your assets matters more than ever. Register your intellectual property, watermark high-value content, and monitor how your likeness is being used across platforms.

Why AI Will Never Replace Authentic Marketing Systems

The rise of tools like Sora 2 proves that anyone can create content, but not everyone can create trust.

Automation may generate engagement, but authenticity generates conversion.

That’s why our work at Legacy Growth centers on building systems that scale trust: from your brand identity to your content ecosystem and marketing automation.

We help businesses weave human storytelling, brand strategy, and AI efficiency into one seamless experience that builds credibility while accelerating growth.

If you want to learn how to integrate automation and authenticity to scale your business sustainably, book a free discovery call with our team.