Mark Cuban Goes Viral on Sora After Embracing AI Videos

Mark Cuban, the billionaire investor and entrepreneur, has embraced a new wave of digital creativity by allowing users on the AI platform Sora to create videos featuring his likeness. This bold move has led to a surge of viral content showcasing Cuban and his affordable pharmaceuticals company, Cost Plus Drugs.

On March 7, 2024, Cuban gave explicit permission for users to “have at it,” making him one of the first major public figures to participate actively in OpenAI’s experimental platform. Within just a day, videos featuring his image began to take over Sora and the social media platform X, generating significant engagement and attention.

Cuban’s participation comes with a unique twist. Each video that incorporates his likeness also serves as an advertisement for his company, Cost Plus Drugs, which aims to provide affordable medication options. “It’s been a blast,” Cuban told Business Insider regarding his experience on Sora. He expressed curiosity about what users would create and highlighted the platform’s focus on promoting costplusdrugs.com.

Sora is an invite-only social media platform that leverages AI to generate audio and video content. Currently available only in the United States and Canada, Sora allows users to give permission for others to use their likeness in video creation. Cuban’s decision to join the platform has sparked a flurry of creativity, with many users producing entertaining and unique videos that often feature him in various scenarios.

In one popular video, Cuban dons a bright yellow cardigan adorned with an apple, delivering catchy lines about Cost Plus Drugs while sitting in what resembles a kindergarten classroom. Other videos portray him dancing in Madrid or performing as a pop star, always concluding with the tagline, “Brought to you by Cost Plus Drugs.” These videos have amassed tens of thousands of views on X, showcasing the potential for viral marketing through innovative technology.

Cuban has been proactive in sharing these Sora-generated deepfakes on his own X account, further amplifying their reach. He praised Sora for its ability to filter out inappropriate content, stating, “Sora has done a great job keeping the creepy stuff out, which makes it all the better.”

The impact of Cuban’s advertising strategy has not gone unnoticed. On a recent episode of the “TBPN” podcast, Sam Altman, CEO of OpenAI, and Bill Peebles, head of Sora, discussed Cuban’s engagement with the platform. Podcast co-host Jordi Hays remarked on the shift in Cuban’s approach, noting that he previously expressed skepticism about AI in advertising. Altman added, “I think there’s gonna be all these weird new dynamics that we see emerge that weren’t possible in previous kinds of video.”

As the landscape of digital content continues to evolve, Cuban’s foray into AI video creation represents a significant shift in how public figures can engage with their audiences and promote their brands. This experimentation not only reflects changing attitudes towards technology but also opens new avenues for creative expression and marketing strategies.

Mark Cuban’s engagement with Sora serves as a fascinating case study in the intersection of technology, marketing, and entertainment. As more users join the platform, it will be intriguing to see how this trend develops and what other public figures might follow suit in embracing AI-generated content.