OpenAI has discontinued Sora, its artificial intelligence video generation application. The company also ended the partnership announced with Disney, which provided for an investment of US$ 1 billion. The decision was communicated on March 24, 2026.
The movement is part of OpenAI’s strategy of prioritizing financial discipline and projects with already proven demand. The company is seeking clearer paths to generate revenue, amid preparations for a possible initial public offering. Projected revenue for 2025 reaches US$13 billion, but the company still records an operating loss.
Changing priorities at OpenAI
OpenAI had been expanding its business broadly in recent months. The company explored applications in advertising, shopping, healthcare, social media, browsers, physical devices and video production.
Fidji Simo, CEO of Aplicações OpenAI, defended this approach in an interview with Forbes in January 2026. Ela stated that artificial intelligence changes everything and that the initiatives were not separate bets. Dois months later, the company chose to reduce the scope.
The discontinuation of Sora occurred after evaluating use and costs. The application required a high volume of computational resources. At its peak, the estimated daily cost reached US$15 million. Revenue generated by the app was below US$3 million, according to estimates from Sensor Tower and Appfigures.
Termination of agreement with Disney
In December 2025, OpenAI announced a partnership with Disney. The agreement called for an investment of US$1 billion by Disney in OpenAI. The entertainment company would also make more than 200 iconic characters available for use in videos generated by Sora.
The videos would be distributed on Disney+. The partnership would include developing new applications based on OpenAI models. At the time, Sam Altman described Sora as crucial technology for the future of human-computer interaction.
Bob Iger, then CEO of Disney, praised the initiative. The deal was not completed and no funds were transferred. In March 2026, OpenAI announced the end of Sora and the contract. Disney respected the decision and stated that it continues to explore partnerships in artificial intelligence with a focus on protecting intellectual property.
- The agreement provided for licensing of characters Disney, Marvel, Pixar and Star Wars
- The generated videos would be short and based on user prompts
- The three-year partnership never came into full operation
- No amount was disbursed by Disney
- The decision surprised teams from both companies, according to reports
Operating cost and use of Sora
Sora was launched as a tool for generating realistic video from text. The app gained initial attention for creating clips based on simple prompts. However, usage fell over time.
OpenAI has stopped providing models related to Sora. The company has refocused efforts on programming and enterprise productivity tools. Esses segments present consolidated demand among corporate customers.
The move comes at a time of revenue growth for OpenAI. The company projects impressive numbers, but faces high costs with computing infrastructure. The pressure for profitability increases in the face of competition, such as Anthropic.
Other projects with uncertain status
OpenAI has announced several concepts over the past few months. Alguns They advanced less than expected. One example is the artificial intelligence hardware project developed in partnership with designer Jony Ive.
The initiative involved the acquisition of a startup related to the designer for a value of more than US$6 billion, mainly in shares. The device would be based on biometric information and would aim for a more natural interface with AI. Relatos indicate delays in the schedule, with a possible launch in 2027.
Sam Altman commented on the decision-making process in a blog post in October 2025. Ele highlighted that the company quickly fixes errors based on feedback. OpenAI maintains a focus on core areas such as language models and practical applications.
Current company strategy
OpenAI seeks to simplify the product portfolio. The company evaluates which initiatives to maintain or deprioritize. The objective includes preparing the ground for greater financial discipline and possible IPO.
Industry experts note that revaluations are common in technology startups undergoing rapid growth. OpenAI confirms that it takes into account return on computing investments and market feedback.
The company continues to invest in infrastructure for model training. Projetos and Stargate, with a high valuation in yen, represent another front of scale expansion. However, the immediate focus remains on products that generate proven revenue.
