Mark Cuban, the billionaire entrepreneur and former judge on “Shark Tank,” has recently ventured into the world of AI-generated content on the platform Sora 2. By granting users permission to create deepfake videos featuring his likeness, Cuban has ignited a wave of viral creativity that promotes his affordable prescription drug company, Cost Plus Drugs.
Cuban’s invitation to users came on a Thursday, allowing them to freely utilize his image to make videos. Within just one day, his face began to dominate Sora and X, previously known as Twitter. Cuban’s initiative marks him as one of the first high-profile figures to enthusiastically engage with OpenAI’s product experiment.
In a conversation with Business Insider, Cuban expressed his excitement about the experience, stating, “It’s been a blast. I was just curious what people would come up with, and I wanted to experiment with the plug for costplusdrugs.com. So far, it’s worked out great.” Each video featuring his likeness includes a built-in advertisement for his company, reinforcing the brand’s identity while entertaining viewers.
Innovative Video Content on Sora
Sora 2, which is currently invite-only and available exclusively in the United States and Canada, allows users to create AI-generated audio and video content. Participants can grant permission to others to use their likenesses, creating a collaborative environment for content creation.
Cuban’s videos have showcased a variety of humorous scenarios. In one clip, he dons a bright yellow cardigan, delivering catchy lines about Cost Plus Drugs in a playful kindergarten setting. Other videos feature him dancing in Madrid and performing on stage as a pop star, with the tagline “Brought to you by Cost Plus Drugs” appearing at the end of each clip.
His engagement with the platform has not gone unnoticed. Cuban has actively shared his own deepfakes on X, where these videos have garnered tens of thousands of views. He noted, “Sora has done a great job keeping the creepy stuff out, which makes it all the better.” This indicates a focus on maintaining a positive and fun user experience while exploring the capabilities of AI technology.
Industry Leaders Take Notice
Cuban’s innovative approach to using AI in advertising has caught the attention of industry leaders. On a recent episode of the TBPN podcast, Sam Altman, CEO of OpenAI, and Bill Peebles, head of Sora, discussed Cuban’s strategy. Co-host Jordi Hays remarked on the shift in Cuban’s stance towards AI, highlighting that he previously opposed its use in advertising but is now fully embracing the technology.
Altman responded, “I think there’s gonna be all these weird new dynamics that we see emerge that weren’t possible in previous kinds of video. This is like a fun period, because it’s all going to be so different every few days.” This statement reflects a broader trend in the industry, as new technologies reshape how brands and public figures interact with audiences.
Mark Cuban’s venture into AI-generated content not only highlights the potential for creativity within digital spaces but also raises questions about the future of advertising and brand engagement. As the landscape continues to evolve, it will be interesting to see how other public figures respond to this innovative approach.
