Cameo, the Chicago-based celebrity video messaging website, has become the latest company to sue OpenAI, alleging trademark infringement for the technology giant’s new service that makes AI-generated celebrity videos under the same Cameo name.

The lawsuit, filed Tuesday in a California federal court, said the recent rollout of the “Cameo” feature as part of Sora, OpenAI’s video generation app, has already created growing “consumer confusion” with widely shared videos featuring celebrity likenesses — often in unusual settings.

For Cameo the company, which created its own niche selling personalized videos from actual celebrities, the use of its trademarked brand by OpenAI for a similar purpose represents a threat to its business model.

“It’s very clear that they’re trying to have this new

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