OpenAI shuts down Sora as camera giants reject AI-generated imagery

A billion-dollar Disney deal collapses as OpenAI abandons AI video. Now, camera makers draw a hard line: AI can enhance—but never invent—reality. The stakes for photographers? Survival in a shrinking field.

, and Administrator

2026 March 28 . 7:02 PM

1 min read

The image shows a black and white drawing of a machine with a light coming out of it, which appears... — The image shows a black and white drawing of a machine with a light coming out of it, which appears to be a camera. At the bottom of the image, there is some text which reads "19th century camera".

OpenAI shuts down Sora as camera giants reject AI-generated imagery

OpenAI has shut down Sora, its AI video generator tool, with immediate effect. The decision comes as the company shifts focus toward productivity and enterprise applications ahead of a planned IPO. Meanwhile, major camera manufacturers have taken a firm stance against generative AI in photography. The closure of Sora has already impacted high-profile deals. Disney's $1 billion investment in OpenAI, which included licensing characters for AI-generated content, has fallen through. OpenAI will also remove video capabilities from ChatGPT, ending support for all generative video products.

Camera brands Canon, Nikon, Sony, Fujifilm, OM System, Panasonic, and Sigma have jointly rejected generative AI in their technology. Their position is clear: AI should refine images, not create fake ones. The line between enhancement and fabrication remains a key concern for the industry.

Finnish photographer Alvin Greis argues that professional photography's role is shrinking. He claims the field historically served as risk management rather than pure skill, with high entry barriers now eroding. Greis predicts that only specialised areas—where reliability and repeatability matter—will survive. Meanwhile, Canon has hinted at future AI-powered cameras offering high megapixel counts and faster continuous shooting, without crossing into generative territory. The end of Sora marks a strategic pivot for OpenAI, prioritising business tools over generative media. Camera manufacturers, however, remain united in limiting AI's role to image improvement rather than creation. For professional photographers, the shift suggests a narrower future, with only technical precision keeping the craft relevant.