Cameo has filed a lawsuit against OpenAI over the use of the term “Cameo” in OpenAI’s new Sora 2 video feature, alleging that the ChatGPT developer is directly competing with its personalized celebrity video service. In a trademark infringement complaint filed Tuesday in federal court in California, Cameo claims OpenAI’s use of the name “Cameo” is “likely to dilute and tarnish” its established brand, potentially associating it in consumers’ minds with “inauthentic, hastily generated AI content and celebrity-centric deepfakes.”

Launched in 2017, the Cameo platform enables fans to request custom short videos or live video calls from celebrities, influencers, and other public figures. OpenAI’s social AI video generation app, Sora, debuted on September 30 with a feature also named “Cameo,” which lets users create deepfake avatars of themselves for others to incorporate into videos. While some celebrities have voluntarily uploaded their likenesses to the feature, concerns have arisen over inadequate safeguards, leading to unauthorized deepfakes.

“We take this seriously. Although we attempted to resolve this matter amicably with OpenAI, they refused to stop using the Cameo name for their new Sora feature,” said Steven Galanis, CEO of Cameo, in a statement to The Verge. “To protect our fans, talent, and the integrity of our marketplace, we regrettably concluded that litigation was our only recourse.”

The lawsuit asserts that OpenAI “intentionally selected” the name “Cameo” for its Sora feature to capitalize on the goodwill and authentic fan-celebrity interactions that Cameo has cultivated since its inception. Cameo also alleges that since Sora’s launch, numerous third-party websites have emerged focusing specifically on the “Cameo” functionality of the video generator, further weakening Cameo’s trademark strength.

“We are reviewing the complaint, but we disagree with these claims and will defend our position that no one can assert exclusive ownership over the word ‘Cameo,’” OpenAI spokesperson Oscar Haynes told The Verge.

Cameo is seeking unspecified monetary damages and a court order prohibiting OpenAI from using the terms “Cameo” or “Cameos” in connection with its products.