Sam Altman, CEO of OpenAI, deliberately became addicted to TikTok to understand how the short-form video platform captivates users while developing Sora, the company's AI video generation tool. What began as intentional research into user engagement patterns evolved into a habit he found surprisingly difficult to break, eventually forcing him to delete the app entirely.

Why Did Altman Study TikTok While Building Sora?

During an appearance on the YouTube podcast "How to Start a Startup," Altman explained his reasoning for the unconventional research method. He wanted to understand the mechanics of compulsive engagement on short-form video platforms so that OpenAI could avoid replicating those same addictive patterns in Sora. "When we were building the Sora app, I made myself get addicted to TikTok because I wanted to learn," Altman said. Before this deliberate experiment, TikTok had barely featured in his daily routine beyond occasionally opening links sent by friends.

The goal was noble: create an AI video generation product that didn't compete primarily for people's time and attention the way social media platforms do. However, the execution revealed something uncomfortable about how difficult it is to resist these platforms, even for someone who understands exactly how they work.

How Did Altman's TikTok Usage Spiral Out of Control?

Altman believed he could maintain strict boundaries around his TikTok use. He planned to limit himself to brief sessions of about 10 minutes before bed. Instead, those sessions gradually expanded into much longer periods. "I thought I could control it," he acknowledged, describing how 10-minute browsing sessions stretched into an hour, and eventually entire afternoons spent scrolling on the couch.

Altman

One particular Saturday afternoon crystallized the problem for him. "And then it was like an hour one night, and then some Saturday afternoon I was on the couch for like three hours," Altman recalled. The experience left him with a troubling realization about the power of these platforms and their effect on human behavior.

Altman compared the experience to substance use, describing how the app felt enjoyable in the moment but ultimately unhealthy. "I was really enjoying it in the moment, like a drug, but I could tell it was bad for me," he said. This candid admission from one of the world's most influential AI leaders offers a rare glimpse into the personal struggles of building technology while understanding its potential harms.

What Steps Did Altman Take to Address the Problem?

• Initial Reduction: Altman first attempted to limit his TikTok usage to just 5 to 10 minutes per night, trying to maintain the app while exercising restraint.
• Complete Removal: Recognizing that moderation wasn't working, he ultimately decided to delete the app entirely rather than continue fighting the urge to use it.
• Broader Phone Changes: Beyond removing TikTok, Altman made additional changes to reduce digital distractions by turning off all notifications on his phone, including those from messaging apps, describing the move as a "big life upgrade".

What Does This Mean for Sora's Development?

Altman's experience directly informed OpenAI's approach to Sora. The company was initially expected to launch a standalone Sora app that would compete with TikTok and other short-form video platforms. However, the company shelved those plans earlier in 2026 as it shifted resources toward other priorities ahead of its anticipated initial public offering. Altman's personal struggle with TikTok addiction may have played a role in that strategic decision.

The shift suggests that OpenAI's leadership recognized a fundamental tension: building an AI video generation tool that could rival TikTok's engagement would require designing for the same kind of compulsive use that Altman found so troubling. Rather than pursue that path, the company chose to focus on integrating Sora into ChatGPT and other existing products instead.

Altman's reflections also connect to broader concerns he has expressed about consumer technology. During the same podcast appearance, he argued that humanity has already entered the AI "singularity," a term often used to describe the point at which technological progress becomes extraordinarily rapid. He suggested that the central debate surrounding AI is shifting away from technical capability toward governance, particularly whether AI will remain broadly accessible or become concentrated in the hands of a small number of organizations.

"The fight of the current moment is are we going to head to a world of AI authoritarianism or liberty?" said Sam Altman.

Sam Altman, CEO at OpenAI

Altman's candid admission about losing hours to TikTok despite recognizing exactly how such platforms are designed offers an unusually personal insight into the challenges of building technology without becoming consumed by it. His experience underscores a critical question facing AI developers: how do you create powerful, engaging tools without replicating the addictive patterns that have come to define social media? For Altman and OpenAI, the answer appears to be choosing a different path entirely.