OpenAI has once again apologized after facing backlash over the use of intellectual property without permission, reinforcing a growing pattern of launching AI features broadly and only adjusting after legal or public pressure. This time, the issue involves Sora, its video generation tool, which was temporarily restricted from creating videos using the likeness of Martin Luther King Jr. after the King estate raised concerns. This isn’t the first time OpenAI has walked back a feature following complaints. Earlier this month, it limited the use of Hollywood-style character likenesses in Sora after pushback from entertainment industry leaders. Last year, the company scrapped a voice model that closely resembled Scarlett Johansson’s voice—after she publicly rejected the offer to license it and criticized the use of her likeness. These incidents point to a recurring strategy: launch quickly, push boundaries, and respond only when rights holders push back. OpenAI’s leadership has acknowledged this approach. CEO Sam Altman admitted the company will make missteps but promises to fix them rapidly. At the same time, executives like Varun Shetty have openly stated that minimal initial restrictions were a deliberate choice to stay competitive, noting that other AI companies were doing the same. The underlying issue isn’t just about a few controversial features—it’s about trust. As OpenAI aims to build an “agentic future” where AI systems autonomously handle tasks on behalf of users, the foundation of that future depends on predictable, fair, and legally sound practices. If companies and individuals believe rules are constantly shifting—especially when they’re being asked to forgive rather than give permission—adoption will stall. While the average user may not feel the immediate impact of these controversies, the long-term consequences are significant. For AI to become truly integrated into everyday life, it must earn the trust of creators, corporations, and regulators. OpenAI’s current approach may work in the short term, but it’s unsustainable over time. Eventually, the strategy of asking for forgiveness after the fact will no longer be enough. The company will need to build its innovations with respect for intellectual property from the start—or face increasing resistance from the very industries it seeks to transform.