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By Berber Jin Follow and Jessica Toonkel在柏柏尔⾦和杰⻄卡·图恩克尔 Follow
Updated March 29, 2026 10:16 pm ET更新于美国东部时间2026年3⽉29⽇晚上10:16
EXCLUSIVE ARTIFICIAL INTELLIGENCE Follow
The Sudden Fall of OpenAI’s Most
Hyped Product Since ChatGPT
⾃ ChatGPT 以来，OpenAI 最受瞩⽬
的产品突然陨落
Even Disney’s Bob Iger signed on to the vision of allowing
users to make their own videos starring Homer Simpson and
Darth Vader. Then Sam Altman pulled the plug.
就连迪⼠尼的鲍勃·伊格尔也赞同让⽤户制作以荷⻢·⾟普森和达斯·
维达为主⻆的视频的设想。但后来，萨姆·奥特曼叫停了这个项⽬。
When Sam Altman arrived in Los Angeles to attend Vanity Fair’s Oscar
afterparty earlier this month, his company was just weeks away from being
able to license its Sora video-generation tools to Hollywood studios.
本⽉初，当萨姆·奥特曼抵达洛杉矶参加《名利场》奥斯卡颁奖典礼后的派对时，
他的公司距离向好莱坞制⽚⼚授权其 Sora 视频⽣成⼯具仅剩⼏周时间。
After the smash success of ChatGPT, Sora was hyped as AI’s next consumer-
friendly frontier—a simple app that allowed users to put themselves and their
friends in whatever video settings they choose, from dribbling like the Harlem
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Globetrotters to clashing lightsabers with Darth Vader.
在 ChatGPT 取得巨⼤成功之后，Sora 被誉为⼈⼯智能下⼀个⾯向消费者的前沿
领域——这是⼀款简单的应⽤程序，允许⽤户将⾃⼰和朋友置于他们选择的任何
视频场景中，从像哈林篮球队⼀样运球到与达斯·维达进⾏光剑对决。
Disney’s Bob Iger signed on to the vision, agreeing to have his
company invest $1 billion in OpenAI and allowing the studio’s Marvel, Pixar
and other characters to appear in Sora videos. Just as importantly, he put
Disney’s valuable imprimatur behind the nascent technology amid widespread
fears about protecting the industry’s creative work from AI.
迪⼠尼（%）的鲍勃·艾格也认同这⼀愿景，同意公司向 OpenAI 投资 10
亿美元，并允许迪⼠尼旗下的漫威、⽪克斯等⾓⾊出现在 Sora 的视频中。同样重
要的是，在业界普遍担忧⼈⼯智能会破坏创意作品之际，他以迪⼠尼的权威性为
这项新兴技术背书。
Then OpenAI abruptly decided to shut Sora down.
然后，OpenAI 突然决定关闭 Sora 项⽬。
Disney executives, many of whom learned about the decision less than an hour
before it was announced, were shocked. What they didn’t know was that Sora
had quietly turned into a liability for OpenAI in the months after its release,
particularly as the startup tightened its focus ahead of a looming IPO.
迪⼠尼⾼管们对此感到震惊，他们中的许多⼈是在宣布决定前不到⼀个⼩时才得
知此事。他们并不知道，Sora 在发布后的⼏个⽉⾥悄然成为了 OpenAI 的负担，
尤其是在这家初创公司为即将到来的 IPO ⽽收紧业务重⼼之际。
OpenAI was weeks away from finishing work on a new AI model, code-named
Spud, and needed to free up more computing resources to power the coding
and enterprise products that would run on it. AI chips are the most precious
commodity at any leading research lab, and at OpenAI, Sora was eating up far
DIS %
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too many of them.
OpenAI 距离完成代号为 Spud 的全新 AI 模型开发仅剩⼏周时间，急需释放更多
计算资源，以⽀持基于该模型的编码和企业级产品。AI 芯⽚是任何顶尖研究实验
室最宝贵的资源，⽽ OpenAI 的 Sora 模型却消耗了过多的计算资源。
The product wasn’t profitable, and every user who spliced themselves into a
World War II newsreel or Hollywood chase scene drew down a finite resource.
该产品并不盈利，⽽且每个将⾃⼰插⼊⼆战新闻短⽚或好莱坞追逐场景的⽤户都
会消耗有限的资源。
Sora now looks like an expensive strategic miscalculation, one that was led by
key employees who were at the center of the AI talent war raging across
Silicon Valley.
Sora 现在看来是⼀次代价⾼昂的战略误判，⽽这次误判是由硅⾕⼈⼯智能⼈才争
夺战的核⼼员⼯主导的。
Altman represented the move as a difficult but necessary sacrifice toward the
company’s larger goals, writing in a note to employees that he was encouraged
by how they were willing to make “difficult trade-offs” for the good of the
company.
奥特曼将此举视为为实现公司更⼤⽬标⽽做出的艰难但必要的牺牲。他在给员⼯
的信中写道，他很欣慰员⼯们愿意为了公司的利益做出“艰难的权衡”。
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Sam Altman wanted OpenAI to use the nascent technology to reshape pop culture and
entertainment. DANIEL HEUER/BLOOMBERG NEWS
⼭姆·奥特曼希望 OpenAI 利⽤这项新兴技术重塑流⾏⽂化和娱乐业。 丹尼尔·休尔/彭博新
闻社
Sam Altman wanted OpenAI to use the nascent technology to reshape pop culture and
entertainment. DANIEL HEUER/BLOOMBERG NEWS
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The decision to kill Sora marked a stunning end to a project that Altman once
dreamed would turn OpenAI into the creative pioneer of the AI era and could
have been a lucrative new source of revenue.
终⽌ Sora 项⽬的决定标志着 Altman 曾经梦想将 OpenAI 打造成⼈⼯智能时代的
创意先锋，并可能成为⼀个利润丰厚的新收⼊来源的项⽬的惊⼈终结。
The company first previewed Sora to the world two years ago, showing
dreamlike landscapes conjured up by the technology that invoked the
fantastical worlds of Hayao Miyazaki, or perhaps the surrealism of Salvador
Dalí. When OpenAI launched a stand-alone Sora app for consumers last
September, Altman likened it to the moment when the company first released
ChatGPT.
两年前，OpenAI ⾸次向世界展⽰了 Sora，其技术创造出的梦幻般的景观令⼈联
想起宫崎骏的奇幻世界，或是萨尔⽡多·达利的超现实主义作品。去年 9 ⽉，
OpenAI ⾯向消费者推出独⽴的 Sora 应⽤程序时，Altman 将其⽐作公司⾸次发
布 ChatGPT 的时刻。
But the app never took off in the ways its creators imagined—it was more AI
slop than AI magic. Usage flatlined by the end of the year. With OpenAI’s purse
strings tightening ahead of its IPO, company executives began taking a more
critical look at Sora—and didn’t like what they saw.
但这款应⽤从未像其开发者设想的那样流⾏起来——与其说是⼈⼯智能的奇迹，
不如说是⼈⼯智能的拙劣之作。到年底，其使⽤量就停滞不前。随着 OpenAI 在
IPO 前⼣收紧资⾦，公司⾼管开始更加认真地审视 Sora——⽽他们看到的并不尽
如⼈意。
The research team there was about to begin a training run for a new model
meant to power video-generation in ChatGPT. Unlike language models, which
learn from text, video models have to make sense of entire moving worlds,
making them far more expensive to create. After running the numbers on how
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much it would cost, OpenAI decided to cancel it.
该研究团队原本准备开始训练⼀个⽤于 ChatGPT 视频⽣成的新模型。与从⽂本中
学习的语⾔模型不同，视频模型必须理解整个动态世界，因此其开发成本要⾼得
多。在计算了成本之后，OpenAI 决定取消该项⽬。
OpenAI expects to redirect its focus toward a new “superapp” the company is
building that incorporates so-called agentic AI tools that can autonomously
execute tasks for users, such as writing software, analyzing data and booking
travel. Such productivity-focused products are becoming widely adopted in
the workforce, and OpenAI has so far lagged behind its startup rival Anthropic
in winning this market, imperiling its lead in the AI race.
OpenAI 计划将重⼼转向正在开发的⼀款全新“超级应⽤”， 该应⽤集成了所谓的
智能体⼈⼯智能⼯具，能够⾃主为⽤户执⾏诸如编写软件、分析数据和预订⾏程
等任务。这类以提升⽣产⼒为导向的产品正被越来越多的职场⼈⼠所采⽤，⽽
OpenAI 在赢得这⼀市场⽅⾯⼀直落后于其初创竞争对⼿ Anthropic，这使其在⼈
⼯智能竞赛中的领先地位岌岌可危。
Altman told staff the Sora team will now focus on longer-term bets such as
robotics. Altman 告诉员⼯，Sora 团队现在将专注于机器⼈等长期投资项⽬。
An OpenAI spokeswoman said the company is ruthlessly giving priority to its
computing resources based on where it drives the most long-term economic
value. “This disciplined focus on where we apply that compute allows us to
grow, innovate faster, and deliver more efficiently to enterprises and
developers,” she said.
OpenAI 的⼀位发⾔⼈表⽰，公司正严格把控计算资源，优先⽤于能够创造最⼤
长期经济价值的领域。“这种对计算资源应⽤⽅向的精准把控，使我们能够更快地
发展、创新，并更⾼效地为企业和开发者提供服务。”她说道。
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Meta’s talent raid Meta 的天赋突袭
Sora was the brainchild of Tim Brooks and Bill Peebles, two researchers who
became close friends while completing doctorate degrees at the University of
California, Berkeley. The pair joined OpenAI in early 2023, and set their sights
on building models that could simulate the physical world by creating high-
quality video from text.
Sora 是 Tim Brooks 和 Bill Peebles 的⼼⾎结晶，这两位研究⼈员在加州⼤学伯克
利分校攻读博⼠学位期间成为了挚友。两⼈于 2023 年初加⼊ OpenAI，致⼒于构
建能够通过⽂本⽣成⾼质量视频来模拟物理世界的模型。
They previewed their research to the public in February 2024, naming the
system they developed after the Japanese word for sky. Sora transfixed the
tech world by creating seemingly realistic videos of everything from woolly
mammoths trekking across a snowy field to a stylish woman walking down a
Tokyo street filled with glowing neon signs. Altman asked users on X to submit
text descriptions for Sora before sharing their creations.
他们在 2024 年 2 ⽉向公众展⽰了他们的研究成果，并将他们开发的系统命名为
“Sora”，取⾃⽇语中“天空”⼀词。Sora 通过制作看似逼真的视频，震撼了科技
界，视频内容包罗万象，从长⽑猛犸象在雪地上跋涉，到时尚⼥郎漫步在霓虹闪
烁的东京街头，⽆所不包。Altman 邀请 X 平台的⽤户在分享他们的作品之前，
为 Sora 提交⽂字描述。
That December, OpenAI released Sora to the broader public.
同年 12 ⽉，OpenAI 向公众发布了 Sora。
The company housed Sora under its world simulation team, led by Aditya
Ramesh. The division worked separately from OpenAI’s core research team,
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which built the language models that powered ChatGPT.
公司将 Sora 置于其世界模拟团队之下，该团队由 Aditya Ramesh 领导。该部门
独⽴于 OpenAI 的核⼼研究团队运作，后者构建了驱动 ChatGPT 的语⾔模型。
Last spring, Meta CEO Mark Zuckerberg launched a full-scale talent raid of
OpenAI, personally reaching out to dozens of the company’s top researchers
and luring them to join his new AI lab with giant pay packages. One of his
targets was Peebles, who received an offer and briefly considered joining the
company.
去年春天， Meta ⾸席执⾏官马克·扎克伯格对 OpenAI 发起了⼀场⼤规模的⼈才
挖⾓⾏动 ，他亲⾃联系了数⼗位公司顶尖研究⼈员，并以巨额薪酬吸引他们加⼊
他新成⽴的⼈⼯智能实验室。⽪布尔斯就是他的⽬标之⼀，他收到了聘⽤通知，
并短暂地考虑过加⼊该公司。
OpenAI managed to keep Peebles after giving him a raise, according to people
familiar with the matter. Soon after, his responsibilities with Sora also
expanded. Peebles oversaw training of a new video-generation model, and the
creation of the Sora consumer app.
据知情⼈⼠透露，OpenAI 在给 Peebles 加薪后成功留住了他。不久之后，他在
Sora 项⽬中的职责也随之扩⼤。Peebles 负责监督新视频⽣成模型的训练以及
Sora 消费者应⽤程序的开发。
OpenAI’s researchers are able to track how AI chips are allocated between
different groups through an internal dashboard. Some of them were surprised
by the amount of computing resources the company gave to the Sora team,
given that video-generation tools didn’t make much money, nor improve the
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capabilities of its language models.
OpenAI 的研究⼈员可以通过内部控制⾯板追踪 AI 芯⽚在不同团队之间的分配情
况。考虑到视频⽣成⼯具既没有带来多少收益，也没有提升语⾔模型的性能，
OpenAI 为 Sora 团队提供的计算资源数量之多令⼀些研究⼈员感到惊讶。
Sora’s work was closely guarded from the rest of the company, leading some
former employees to describe the project as a startup within a startup.
Sora 的⼯作对公司其他部门严加保密，以⾄于⼀些前员⼯将该项⽬描述为“创业
公司中的创业公司”。
As the year progressed, there were growing signs that OpenAI was falling
behind competitors in key parts of the AI race. Google’s Gemini grew popular
with consumers. And Anthropic’s coding tool, Claude Code, was winning over
software engineers across Silicon Valley thanks to its ability to write software
programs without much oversight. OpenAI scrambled to release a new version
of its own coding product, Codex.
随着时间的推移，越来越多的迹象表明，OpenAI 在⼈⼯智能竞赛的关键领域落
后于竞争对⼿。⾕歌的 Gemini 越来越受消费者欢迎 。⽽ Anthropic 的编码⼯具
Claude Code 则凭借其⽆需过多监管即可编写软件程序的能⼒，赢得了硅⾕软件
⼯程师的青睐 。OpenAI 紧急发布了其编码产品 Codex 的新版本。
But Altman wanted OpenAI to also be the AI company that used the technology
to reshape popular culture and entertainment. In early 2025, he asked former
Twitter CEO Parag Agrawal to informally consult a team inside OpenAI that
was working on a separate social-media project similar to X, people familiar
with the matter said. Altman also was working with then-Disney CEO Iger on a
deal to enable the entertainment giant’s fans to bring their favorite characters
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to life with AI through Sora.
但奥特曼希望 OpenAI 也能成为⼀家利⽤⼈⼯智能技术重塑流⾏⽂化和娱乐的公
司 。 知情⼈⼠透露，2025 年初，他曾邀请前 Twitter ⾸席执⾏官帕拉格·阿格拉
⽡尔(Parag Agrawal)⾮正式地为 OpenAI 内部⼀个正在开发与 X 类似的独⽴社交
媒体项⽬的团队提供咨询。此外，奥特曼还与时任迪⼠尼⾸席执⾏ 官艾格(Iger)
合作，计划通过 Sora 让这家娱乐巨头的粉丝们能够利⽤⼈⼯智能技术将他们喜爱
的⾓⾊栩栩如⽣地呈现在眼前。
OpenAI previewed a version of the new Sora app to its employees in late
September before releasing it to the public at the end of that month. The
product garnered mixed reviews internally. Some employees felt launching a
social-media app built around engagement would hurt the company’s brand.
Others had concerns about the safety implications of allowing users to create
AI-generated videos, even with guardrails.
OpenAI 在 9 ⽉下旬向员⼯预览了新版 Sora 应⽤，随后于当⽉底正式发布。该产
品在公司内部褒贬不⼀。⼀些员⼯认为，推出⼀款以⽤户互动为核⼼的社交媒体
应⽤会损害公司品牌。另⼀些员⼯则担⼼，即使设置了安全防护措施，允许⽤户
创建 AI ⽣成的视频也会带来安全隐患。
Sora shot up to the top of the App Store in the week after its launch, despite an
invitation-only user base. Users who made it found it to be a marvel: type in
anything they wanted—Homer Simpson doing Riverdance—and a 10-second
video of it would appear in a few minutes. And since the app allowed people to
upload their own faces, they were suddenly making short, crazy films starring
themselves. Altman himself volunteered his likeness, leading to absurd,
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sometimes violent or disturbing short films, that he didn’t seem to mind.
Sora 上线⼀周内便迅速蹿升⾄ App Store 榜⾸，尽管其⽤户群体仅限受邀⽤户。
⽤户们对这款应⽤赞不绝⼜：只需输⼊任何内容——⽐如“荷马·⾟普森跳踢踏舞”
——⼏分钟后就能⽣成⼀段 10 秒的视频。由于该应⽤允许⽤户上传⾃⼰的照⽚，
他们开始制作以⾃⼰为主⾓的疯狂短⽚。奥特曼本⼈也⾃愿上传了⾃⼰的照⽚，
由此诞⽣了⼀些荒诞、有时甚⾄暴⼒或令⼈不安的短⽚，但他似乎并不介意。
Since the copyright guardrails were fairly loose, videos soon appeared in the
feed that pushed the boundaries of taste. A big featured player was Martin
Luther King Jr., who could be instructed to share his dream of anything, from a
new season of Fortnite to changing Sora’s content-violation policy. King’s
estate complained about the images, leading the platform to announce that it
had removed his likeness.
由于版权保护措施较为宽松，很快就出现了许多挑战道德底线的视频。其中⼀个
热门视频的主⾓是马丁·路德·⾦，他可以被指⽰分享⾃⼰的任何梦想，从《堡垒之
夜》新赛季到修改索拉的内容违规政策，⽆所不包。⾦的遗产管理⼈对这些图像
提出抗议，平台随后宣布已移除他的图像。
The worldwide user count peaked at roughly a million soon after the app’s
launch, but never reached that level again. In the subsequent months, it
dwindled to less than 500,000, according to data from Similarweb.
该应⽤上线后不久，全球⽤户数量就达到了约⼀百万的峰值，但之后再也没有达
到过这个⽔平。根据 Similarweb 的数据，在接下来的⼏个⽉⾥，⽤户数量锐减
⾄不⾜五⼗万。
Sora was losing roughly a million dollars a day, according to a person familiar
with the matter.据知情⼈⼠透露，Sora 每天亏损约⼀百万美元。
Disney’s AI dream 迪⼠尼的⼈⼯智能梦想
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Still, OpenAI tried to find a way to make Sora work. In December, it announced
a multiyear deal with Disney to license more than 200 characters from the
entertainment giant’s cinematic universe. As part of the deal, Disney agreed to
become a major customer of OpenAI and invest $1 billion into the startup.
尽管如此，OpenAI 仍在努⼒寻找让 Sora 运⾏起来的⽅法。去年 12 ⽉，该公司宣
布与迪⼠尼达成⼀项多年协议 ，获得这家娱乐巨头电影宇宙中 200 多个⾓⾊的授
权。作为协议的⼀部分，迪⼠尼同意成为 OpenAI 的主要客户，并向这家初创公
司投资 10 亿美元。
In a CNBC interview, Iger said the deal gave Disney the opportunity to play a
part in the fast growth of AI and new forms of media and entertainment.
Altman said he hoped the partnership would give users a new way to be
creative with AI.
在接受 CNBC 采访时，艾格表⽰，这项交易让迪⼠尼有机会参与⼈⼯智能以及新
型媒体和娱乐形式的快速发展。奥特曼则表⽰，他希望此次合作能为⽤户提供⼀
种利⽤⼈⼯智能进⾏创作的新⽅式。
For Disney, the deal represented proof that there was a business model for
licensing its intellectual property for the use of AI. The day before it
announced its deal with OpenAI, Disney sent a cease-and-desist letter to
Google accusing the tech giant of “infringing Disney’s copyrights on a massive
scale.”
对迪⼠尼⽽⾔，这笔交易证明了将其知识产权授权⽤于⼈⼯智能领域是可⾏的商
业模式。就在宣布与 OpenAI 达成协议的前⼀天，迪⼠尼向⾕歌发出了⼀封停⽌
侵权函， 指控这家科技巨头“⼤规模侵犯了迪⼠尼的版权”。
In February, Iger said on an earnings call that short-form videos created with
Sora would soon appear on the streaming service Disney+, which was
preparing to launch a vertical video feed. Disney was also in talks with OpenAI
to use ChatGPT across the company, according to people familiar with the
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matter.
今年 2 ⽉，艾格在财报电话会议上表⽰，使⽤ Sora 制作的短视频很快就会出现在
流媒体服务 Disney+上，该服务当时正准备推出竖屏视频流。据知情⼈⼠透露，
迪⼠尼还在与 OpenAI 洽谈，计划在公司内部使⽤ ChatGPT。
Bob Iger saw Sora as a chance for Disney to play a part in AI’s growth and new forms of media
and entertainment. BRENDAN MCDERMID/REUTERS
鲍勃·艾格认为，Sora 是迪⼠尼参与⼈⼯智能发展以及新型媒体和娱乐形式的绝佳机会。 布
伦丹·⻨克德⽶德/路透社
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In recent weeks, OpenAI began piloting an enterprise version of Sora for
companies like Disney to use with safeguards.
最近⼏周，OpenAI 开始试⾏ Sora 的企业版，供像迪⼠尼这样的公司在采取安全
措施后使⽤。
The tool, which Disney expected to introduce as soon as this spring, would
have allowed select Disney executives to use Sora for everything from
designing marketing campaigns to special effects without giving OpenAI
access to the work.
迪⼠尼原本计划最早于今年春季推出该⼯具，该⼯具将允许部分迪⼠尼⾼管使⽤
Sora 进⾏从设计营销活动到特效制作等各种⼯作，⽽⽆需向 OpenAI 提供作品访
问权限。
Bob Iger saw Sora as a chance for Disney to play a part in AI’s growth and new forms of media
and entertainment. BRENDAN MCDERMID/REUTERS
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But OpenAI was already looking at ways to pull back from Sora. The company
fell further behind Anthropic, whose recent advancements stirred fresh fears
that AI could supplant traditional software and services, briefly triggering a
stock-market selloff. OpenAI realized it needed to put more resources into
building these so-called productivity tools, and began looking at areas to
deprioritize.
但 OpenAI 当时已经在考虑如何从 Sora 项⽬中撤出。该公司与 Anthropic 的差距
进⼀步拉⼤，Anthropic 近期取得的进展引发了⼈们对⼈⼯智能可能取代传统软
件和服务的担忧，并⼀度导致股市抛售。OpenAI 意识到需要投⼊更多资源来开
发这些所谓的⽣产⼒⼯具，于是开始考虑哪些领域需要降低优先级 。
After initially planning to continue selling video-generation features through
ChatGPT, the company decided to cut Sora altogether.
该公司最初计划继续通过 ChatGPT 销售视频⽣成功能，但后来决定彻底放弃
Sora。
Disney’s $1 billion investment in OpenAI never went through, and its
relationship with the company is effectively dormant.
迪⼠尼对 OpenAI 的 10 亿美元投资最终未能实现，双⽅的关系实际上已经停滞。
Under new CEO Josh D’Amaro, Disney is in active discussions with more than a
dozen partners about ways to implement other AI tools, according to a person
familiar with the situation.
据⼀位知情⼈⼠透露，在新任⾸席执⾏官乔什·达马罗的领导下，迪⼠尼正在与⼗
⼏家合作伙伴积极探讨如何实施其他⼈⼯智能⼯具。
“As the nascent AI field advances rapidly, we respect OpenAI’s decision to exit
from the video generation business and to shift its priorities elsewhere,”
Disney said in a statement. “We appreciate the constructive collaboration
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Berber Jin covers startups and venture capital out of the Wall Street Journal's San Francisco
office. His articles focus on the money and people powering Silicon Valley, with a recent focus
on artificial intelligence. He previously covered the same topic for the Information, where he…
Jessica Toonkel covers the biggest corporate developments in media, entertainment and tech.
She joined The Wall Street Journal from the Information, where she broke many stories,
including Amazon's acquisition of MGM and the New York Times' buyout of the Athletic as…
between our teams and what we learned from it.”
迪⼠尼在⼀份声明中表⽰：“随着⼈⼯智能领域的快速发展，我们尊重 OpenAI 退
出视频⽣成业务并将重⼼转移到其他领域的决定。我们感谢双⽅团队之间的建设
性合作以及我们从中汲取的经验教训。”
On the X account for Sora, the team posted what felt like a digital eulogy. “To
everyone who created with Sora, shared it, and built community around it:
thank you.”
在 Sora 的官⽅账号上，团队发布了⼀篇仿佛是数字悼词的⽂章。“感谢所有⽤
Sora 进⾏创作、分享 Sora 并围绕 Sora 建⽴社群的⼈们。”
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