The company's meetings were first reported by Bloomberg.

Though Sora is impressive, people who've seen demos say, it is still in its early days. OpenAI has not yet determined how it will make money from the product, according to people briefed on the company's plans who were not authorized to comment.

There also remain sticky questions about how OpenAI handles copyrighted work in its training data. The company has said its large language models, including those that power ChatGPT, are developed through information available publicly on the internet, material via licenses with third parties, and information its users and "human trainers" provide.

The company said in a blog post that it believes training AI models on publicly available materials on the internet is "fair use." "We view this principle as fair to creators, necessary for innovators, and critical for US competitiveness," OpenAI said in a blog post in January.

Sora is not currently available to the public, but OpenAI has made the technology accessible to some creators, including director Paul Trillo, who said the technological advances have let him test bold ideas, without being restricted by time and money.

"There is going to be like a seismic shift and people just need to start to embrace these kinds of aspects of how we're going to make images in the future," Trillo said. "We can all learn to adapt together."

The entertainment sector is already using some AI technologies. A film distributed by Lionsgate used AI software to put altered dialogue in a movie without having to re-shoot the scene. Spotify is using voice translation software powered by AI to interpret podcasts into different languages using the speaker's voice. Social media influencers are using chatbots to engage with their fans.

Other AI-related companies are collaborating with entertainers — for example, Facebook owner Meta in September announced it worked with celebrities to create new characters powered by AI that would chat with users.

Century City-based talent agency CAA launched the Vault last year for its clients, which scans clients' bodies and records their movements and voices to create a digital version of them. Those who wish to participate will be able to create and own their own digital likenesses, which the agency believes will help protect those clients against copyright infringement and allow talent to make more money.

"It's so easy to bury heads in the sand on this sort of stuff, but our view was, we are not going to be able to stop this train," said Alexandra Shannon, CAA's head of strategic development. "We can't stand in the way of innovation. It has never been a proven successful model, and so we leaned into it."

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