New HarrisX data, exclusively for Variety Intelligence Platform (VIP+), reveals that U.S. consumers struggle to distinguish between human-recorded videos and those generated by OpenAI's text-to-video tool, Sora.

In a recent HarrisX survey, most U.S. adults failed to correctly identify whether five out of eight videos were created by AI or a human, even when shown Sora's viral demonstration clips like drone footage of Big Sur's Garay Point Beach and historical scenes from the California Gold Rush. The results, coming just weeks after the controversial software's debut, underscore widespread concern over AI's production quality—from Hollywood to Capitol Hill. Unsurprisingly, the survey also found strong support for government regulation mandating clear labeling of AI-generated content across all formats, including video, images, text, and sound. Full results are available on VIP+.