Consumers in the U.S. struggle to distinguish videos recorded by humans from those generated by OpenAI’s text-to-video tool Sora, according to new HarrisX data provided exclusively to Variety Intelligence Platform (VIP+).

In a survey conducted weeks after the controversial software was first unveiled, most U.S. adults incorrectly guessed whether AI or a person had created five out of eight videos they were shown.

Half of the videos were the Sora demonstration videos that have gone viral online, raising concerns from Hollywood to Capitol Hill for their production quality, including a drone view of waves crashing against the rugged cliffs along Big Sur’s Garay Point Beach and historical footage of California during the Gold Rush.

Perhaps unsurprisingly, the HarrisX survey also revealed that strong majorities of respondents believed the U.S. government should enact regulation requiring that AI-generated content be labeled as such. They were equally emphatic about the need for regulation across all content formats, including videos, images, text, music, captions and sounds. Full results of the HarrisX survey can be found on VIP+.

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