Microsoft has quietly rolled out a new AI-powered feature to its Bing mobile app called Bing Video Creator, harnessing the capabilities of OpenAI’s cutting-edge Sora text-to-video model. Announced on June 2, 2025, this integration marks the first time that Sora—previously available only to paying OpenAI customers—can be accessed for free by everyday users through Bing’s search interface. The company plans to extend the feature to desktop and to its broader Copilot Search experience later this year.

At its core, Bing Video Creator allows users to generate short, vertical video clips of up to five seconds by simply typing a text prompt. Currently available on Bing’s iOS and Android apps, the tool queues up to three simultaneous video requests in standard mode, producing simple animations within several minutes to hours depending on demand. For those looking to accelerate the process, a “fast” mode—unlocked via Microsoft Rewards points—promises quicker turnaround, though early adopters report that even “fast” requests can take upwards of a few minutes during peak usage.

Users can create up to ten “fast” videos per month at no cost, after which additional generations require redeeming Microsoft Rewards points. The interface is straightforward: type in a description—anything from “a neon-lit street in Tokyo at dusk” to “cartoonish otters making pizza”—hit generate, and wait for the clip to appear. All videos are stored in the user’s Bing account for up to 90 days, after which they’re automatically deleted, so creators are encouraged to download their favorite clips promptly. Horizontal formats are reportedly in development, but for now, all Bing Video Creator outputs are locked to a 9:16 portrait ratio, a nod toward social media platforms like TikTok and Instagram.

Microsoft has invested billions of dollars into OpenAI since 2019, cementing a partnership that has seen rapid integration of generative models into the Redmond giant’s consumer products. In early 2023, Microsoft introduced DALL·E 3-based image generation within Bing, allowing users to convert text prompts into still images. Now, with Sora, Microsoft is following a familiar playbook: leverage OpenAI’s research advancements to enrich its own search and productivity tools, democratizing access to AI-driven creativity.

While Bing Video Creator represents the first free access point for Sora, OpenAI had previously released the model to ChatGPT Plus and ChatGPT Pro subscribers in December 2024. That initial rollout included the ability to generate up to 20-second videos and offered features such as timeline editing and personal image prompts; however, only paying customers enjoyed this capability until Microsoft’s move. The new Bing integration brings Sora to a far broader audience, allowing anyone with a smartphone and a Microsoft account to experiment with text-to-video creativity without a subscription fee.

OpenAI first teased Sora in February 2024, unveiling demos of high-definition video clips ranging from “fake historical footage of the California gold rush” to “a short fluffy monster next to a candle.” The model’s architecture, described as a “diffusion transformer” similar to DALL·E 3, was trained on a combination of publicly available videos and licensed content. Upon its public release in December, Sora aimed to generate videos up to one minute long—but it also faced early pushback.

In November 2024, a group of around 300 beta testers, dubbing themselves the “Sora PR Puppets,” leaked access to the model in protest. They accused OpenAI of “exploiting artists” by pressuring them into unpaid bug testing and promotional activities, and they claimed that outputs were heavily moderated before sharing. The leak prompted OpenAI to pause the program, stating that participation was voluntary and emphasizing safety and research considerations. The incident underscored tensions between AI developers and creative professionals worried about compensation, transparency, and ethical use of data.

Shortly after, in an interview with The Verge, Google CEO Sundar Pichai publicly criticized OpenAI for potentially breaching YouTube’s terms of service when training Sora on platform content without explicit permission. YouTube CEO Neal Mohan supported these concerns, noting that scraping videos without consent would violate their policies and harm content creators. OpenAI responded that it used “publicly available and licensed data,” though it declined to detail specific sources.

Despite these early hiccups, OpenAI revamped Sora’s safety protocols and governance, brokering partnerships with “hundreds of artists” to refine the model. By February 2025, the company announced plans to integrate Sora into ChatGPT, signaling confidence that the tool was ready for broader public use. Microsoft’s adoption of Sora within Bing, however, positions the AI for even wider distribution, with potential to further refine the model through massive user feedback.

As Microsoft brings Sora to Bing, Google has not been idle. In May 2025, during Google I/O, the company unveiled Veo 3, its own next-generation text-to-video model, which can generate eight-second clips complete with synchronized audio—dialogue, ambient sounds, and music—straight out of the box. Veo 3 has been praised for its superior physics simulation, consistent character rendering, and fine-grained control over framing and movement.

Unlike Sora’s five-second vertical clips, Veo 3 focuses on horizontal or square formats and supports richer storytelling by natively generating audio tracks that match the visuals. Early comparisons reveal that Veo 3 better adheres to complex prompts (“an old sailor on a stormy sea with dramatic narration”) and produces more realistic textures and camera dynamics. Google’s “Flow” filmmaking tool, built on Veo, Imagen, and Gemini models, offers a more comprehensive production suite aimed at professional creators, whereas Bing Video Creator is squarely targeted at casual users and social media enthusiasts.

It’s worth noting that, as of June 2025, Veo 3 remains behind a paywall—accessible only to Google AI Pro or Ultra subscribers in select regions (primarily the U.S.)—while Bing Video Creator is free worldwide. This cost disparity could influence adoption: casual creators and marketers might gravitate toward Bing’s no-frills creation tool, whereas seasoned filmmakers and advertisers may prefer Veo 3’s advanced capabilities for their larger projects.

By embedding Sora into Bing, Microsoft lowers the barrier to entry for video production, inviting everyone from social media influencers to small-business owners to craft dynamic content on the fly. Imagine a travel blogger conjuring “a bustling Mumbai street scene at night” or a gym instructor generating “a neon-lit aerobics montage” in mere minutes. This immediacy has the potential to reshape digital storytelling, as text prompts replace camera rigs and lighting setups for short-form videos.

However, the proliferation of AI-generated video also raises thorny issues: intellectual property rights, the authenticity of user-created content, and potential misuse for misinformation. As Sora outputs become ubiquitous, platforms like Instagram, TikTok, and YouTube will grapple with how to label AI-generated footage, ensure clear metadata tagging, and prevent deepfake scenarios. Microsoft has already incorporated C2PA metadata tags into Sora videos to signal AI generation, but it remains to be seen whether these measures will be sufficient.

Moreover, while Bing Video Creator’s free tier is generous, its interstitial delays and limited storage window might frustrate power users seeking higher throughput. Conversely, Veo 3’s subscription model could restrict access to only those willing to pay, potentially fragmenting the creator community across platforms. The balance between democratization and control will be a defining tension in the next wave of generative media.

Microsoft’s integration of OpenAI’s Sora into Bing is more than a flashy new feature—it’s a strategic maneuver to cement Bing’s relevance in a generative AI arms race and to leverage one of the largest user bases in tech. As AI video models continue to evolve, expect both Microsoft and Google to iterate rapidly, enhancing speed, quality, and usability. The battle for dominance won’t be solely about which model makes prettier pixels; it will hinge on who can offer the right combination of affordability, accessibility, and responsible safeguards.

For now, anyone with the Bing app can experience Sora’s magic for free—no password required—by typing a few lines of text and waiting a short while. Whether you’re a casual creator looking for social media clout, a marketer experimenting with new ad formats, or simply someone curious about AI’s creative potential, Bing Video Creator offers an accessible entry point into the text-to-video revolution. As these tools mature, the lines between professional filmmaking and amateur content creation will blur, and it won’t be long before everyone—yes, everyone—is their own director.