The Sora-TikTok U.S. era of short-form video

"Adding to the changes surrounding TikTok U.S. are the newest entrants to the short-form video market: AI-generated feeds in the form of OpenAI's Sora and Meta's Vibes. Sora especially has already rocketed to the top of Apple's App Store and drawn all kinds of intrigue. Advertisers, however, have been somewhat more muted in their interest. That's owed, in large part, to the fact that ads are absent from the invite-only app."

"But there are also heightened brand safety concerns when it comes to a platform that can create any content imaginable - including the unimaginable. "It depends how risky a brand is prepared to be," said Scanlon. "Because when you have AI content, there's a whole new facet of concerns or questions or whether it's brand safety or brand suitability and depending on how conservative or how risky a brand's willing to play it.""

A planned TikTok U.S. spin-off could restrict the platform to roughly 170 million U.S. users, shrinking the content pool used to train the For You Page algorithm and likely altering recommendation effectiveness. Carving the global app into a U.S.-only version may constrain audience scale and reduce advertiser attention. New AI-generated short-form entrants such as OpenAI's Sora and Meta's Vibes have surged in visibility, but invite-only models and absent ad systems have kept advertiser interest muted. AI-generated feeds create heightened brand safety and suitability risks, forcing brands to evaluate how much risk they are willing to accept.

Read at Digiday