Microsoft Launches Free AI Video Generator in Bing App

Microsoft has launched "Bing Video Creator," a new feature within its mobile app that allows users to generate 5-second AI videos from text prompts for free [1, 2]. The move marks a significant shift in accessibility for OpenAI’s Sora model, which previously required a $20-per-month ChatGPT Plus subscription for access [1].

Expanding access to generative media

The integration of Sora into the Bing mobile app for iOS and Android represents a broader effort by Microsoft to democratize generative AI tools, mirroring its 2023 rollout of DALL·E for image generation [2]. Users can access the tool by selecting the "Video Creator" button in the app menu or by typing prompts directly into the search bar [2]. At launch, the tool produces videos in a 9:16 vertical format, with plans to support 16:9 horizontal video in the near future [1, 2].

The service operates on a tiered speed model. Users receive 10 "Fast" generations; once exhausted, they can unlock additional fast-processing credits by redeeming 100 Microsoft Rewards points per video [2]. Standard generations remain free, though processing times for these requests can take hours [2]. To manage server load, users are limited to queuing three videos at a time, and all generated content is automatically deleted after 90 days [2, 4].

A shifting landscape for AI video

The launch of Bing Video Creator arrives amid conflicting reports regarding the status of OpenAI’s Sora. While Microsoft is deploying the model to millions of Bing users, other reports suggest that OpenAI has moved to shutter the standalone Sora tool due to high compute costs—reportedly reaching $1 million per day—and declining user engagement [3]. This divergence highlights a strategic pivot among major AI firms, which are increasingly prioritizing productivity-focused integrations over standalone, resource-heavy consumer demos [3].

Despite the "wow factor" of AI video, the industry is currently grappling with the economic sustainability of such tools [3]. Microsoft’s decision to gate the service behind its own ecosystem—requiring the Bing app and utilizing Microsoft Rewards—suggests an attempt to drive traffic to its proprietary platforms rather than offering the technology as an open-ended utility [1, 2]. Notably, the feature is not yet available within Microsoft Copilot, a gap the company is expected to address in the coming weeks [1, 2].

What to watch

• Desktop Rollout: Monitor the transition from mobile-only access to the Bing website, which is expected to occur in the coming weeks [1, 2].
• Copilot Integration: Watch for updates regarding when or if this video generation capability will be added to the broader Copilot suite [1].
• Format Expansion: Track the release of the 16:9 horizontal aspect ratio, which Microsoft has confirmed is in development [1, 2].

Whether this free tier can successfully drive sustained engagement with the Bing app remains the primary question. As AI companies move away from experimental features toward revenue-generating productivity tools, Microsoft’s strategy of using Sora as a lure for its own ecosystem serves as a test case for the long-term viability of consumer-facing generative video.