Cameo has filed a trademark infringement lawsuit against OpenAI over the use of the term “cameo” in Sora 2’s new feature, accusing the AI company of deliberately leveraging the name to confuse consumers and damage its brand. The lawsuit, filed in a California federal court on Tuesday, claims that OpenAI’s use of “cameo” is likely to dilute and tarnish Cameo’s reputation by associating it with low-quality, hastily produced AI-generated videos and nonconsensual deepfakes. Cameo, launched in 2017, is a platform that enables fans to commission personalized video messages from celebrities, influencers, and public figures. In contrast, OpenAI’s Sora app, released on September 30, includes a “cameo” feature that allows users to generate AI avatars of themselves, which others can then insert into videos. While some celebrities have voluntarily shared their likenesses for the feature, concerns have emerged over inadequate safeguards, leading to the creation of unauthorized deepfakes. In a statement to The Verge, Cameo CEO Steven Galanis said the company attempted to resolve the issue through dialogue but was met with resistance. “We do not take litigation lightly. While we attempted to resolve this matter with OpenAI amicably, they refused to stop using the Cameo name for their new Sora feature,” Galanis said. “To protect fans, talent, and the integrity of our marketplace, we felt that we unfortunately had no other option but to bring this lawsuit.” Cameo’s complaint argues that OpenAI intentionally chose the term “cameo” to capitalize on the brand equity and authentic celebrity-fan interactions that Cameo has built over the years. The company also points to a growing number of third-party websites that have emerged since Sora’s launch, focusing exclusively on the app’s “cameo” feature and further blurring the lines between OpenAI’s offering and Cameo’s legitimate service. OpenAI has responded by stating it disagrees with the allegations. “We’re reviewing the complaint, but we disagree with these claims and will defend our view that no one can claim exclusive ownership over the word ‘cameo’,” said OpenAI spokesperson Oscar Haines. Cameo is seeking unspecified monetary damages and a court order to prevent OpenAI from using the terms “cameo” or “cameos” in its product names or marketing.