OpenAI has announced the closure of the Sora app, which initially garnered significant attention. The official reasons for this decision have not been disclosed.
We’re saying goodbye to the Sora app. To everyone who created with Sora, shared it, and built community around it: thank you. What you made with Sora mattered, and we know this news is disappointing.
— Sora (@soraofficialapp) March 24, 2026
We’ll share more soon, including timelines for the app and API and details on…
Shortly after the launch of the updated video generator Sora 2 and its associated social network, the product created a buzz, despite limited access by invitation only. Downloads reached 1 million in less than five days—faster than ChatGPT did at its launch.
However, despite this strong start, OpenAI struggled to retain users, and sustained interest in the AI feed never materialized.
Sora was designed as a TikTok alternative with a focus on artificial intelligence. Its key feature, cameos, allowed users to scan their faces, create realistic deepfakes of themselves, and share them with others for collaborative video generation.
In its early stages, Sora suffered from weak moderation. The feed was filled with controversial videos featuring OpenAI CEO Sam Altman. Soon after, deepfakes of well-known figures like Martin Luther King Jr. and Robin Williams emerged.
Users then shifted to creating content featuring copyrighted characters.
The initial hype quickly faded. In November, the app peaked at around 3.3 million downloads on the App Store and Google Play. However, by February, downloads had plummeted to 1.1 million.
Nonetheless, the closure of Sora does not mean the end of the technology. The Sora 2 model remains available, now as a paid feature within ChatGPT.
In mid-March, reports emerged that OpenAI intends to integrate Sora into ChatGPT.
Refocusing Efforts
Previously, OpenAI discontinued the Instant Checkout feature launched in September 2025. This tool allowed users to confirm orders, delivery, and payment without leaving the chatbot interface.
“OpenAI underestimated how challenging it would be to implement transactions. On one hand, it’s somewhat surprising, but on the other hand, it’s not easy for retailers either,” noted Bob Hetu, an analyst at the research and consulting firm Gartner.
Instead of direct sales, the startup announced new product search capabilities in ChatGPT, emphasizing a more visual process.
“You can browse products, compare options in a single interface, and get detailed, up-to-date information—all in one place,” the blog stated.
The company expanded the Agentic Commerce Protocol, adding support for product searches. This allows ChatGPT to provide more comprehensive, relevant, and timely information.
The new service enables users to browse and compare products, upload images to find similar items, and refine results through dialogue. The system's speed has also been improved.
Updates will be available to all ChatGPT Free, Go, Plus, and Pro users by the end of the week.
As a reminder, in March, OpenAI released two new AI models: GPT-5.4 mini and GPT-5.4 nano, specifically optimized for tasks requiring minimal response latency.