At Viewture, we’re supporting creators to fund their ideas, protect their IP, and maximise their careers.
The arrival of Sora, an AI-powered text-to-video platform from OpenAI, marks a major turning point for the creator economy. It offers incredible possibilities - from faster video production to new creative formats and lower barriers to entry. For creators, this means high-quality content can now be produced more easily!
But while the opportunities are exciting, they come with new challenges. The biggest risks we see at Viewture revolve around ownership andrights. Tools like Sora blur the lines of who owns the content. There’s also monetisation ambiguity - creators could generate AI-driven work without proper credit or compensation.
At Viewture, we believe creators must stay firmly in control oftheir intellectual property (IP). Before using generative AI tools, it’s vital to define ownership terms clearly: who controls the output, who can distribute it, and whether your content can be reused or remixed. Equally, it’s important to ensure that any use of your work involves permission.
Creators should also prioritise owning their audiences and channels. The power lies in maintaining direct relationships with fans and using AI tools like Sora strategically - not as replacements for original identity or creative voice. Document your rights carefully, set boundaries forhow your work can be used, and stay proactive as the technology evolves.
At Viewture, we’re here to make sure creators don’t just keep up, but s ay ahead. We provide funding, help you maintain your rights, and offer other ancillary services. When creators own their IP, understand their rights, and adopt new tools intelligently, they can use this AI development to elevate their careers.
