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OpenAI has once again been embroiled in a trademark dispute due to product naming. From the "cameo" feature in the Sora app to the name of its upcoming hardware device, "io," all have been accused of being too similar to existing trademarks, drawing industry attention.
In September this year, OpenAI launched a deepfake digital avatar generation feature called "cameo" in the Sora app, allowing users to create personalized digital avatars and generate tailored videos. This feature helped Sora reach the top of the Apple iOS download charts.
However, "cameo" is a registered trademark of Cameo, a celebrity customization video platform. Cameo then filed a lawsuit and obtained a temporary injunction from U.S. district judge Eumi K. Lee, prohibiting OpenAI from continuing to use the name. OpenAI later renamed the feature "Character," but stated that it disagreed with Cameo's allegations.
Steven Galanis, CEO of Cameo, criticized OpenAI for "knowingly using the trademark," claiming that this naming has reduced Cameo's visibility in Google search results. He believes the lawsuit is a matter of the brand's "life or death," as the public association with the term "cameo" is being changed by AI-generated content.
Meanwhile, OpenAI's upcoming hardware device also faced another lawsuit from a company called "iyO," accusing it of trademark infringement due to the proposed name "io." This incident further highlights the controversy surrounding OpenAI's product naming strategy.
According to updates on the OpenAI website, the "cameo" logo was removed from Sora within a week after the judge issued the injunction. The next hearing is scheduled for December 19 to determine whether the injunction will continue.
Although OpenAI emphasized in a statement that "no one can claim exclusive rights to the word 'cameo'," its continuous trademark disputes have led to external doubts about whether its naming strategy excessively relies on "derivative" names similar to existing brands, echoing the "imitative output" of generative AI itself.