OpenAI's video app Sora implemented standard "addictive" UI/UX features (infinite scroll, algorithmic feed) but failed to retain users because its AI content wasn't compelling. This acts as a real-world "placebo trial," challenging the legal theory that platform features alone are what make social media addictive.

The next wave of addiction won't come from passive consumption like social media, but from active creation. AI tools give people the powerful dopamine hit of successfully making things, a feeling most have never experienced. This is framed as a positive, potential-unlocking phenomenon.

The legal strategy against social media giants mirrors the 90s tobacco lawsuits. The case isn't about excessive use, but about proving that features like infinite scroll were intentionally designed to addict users, creating a public health issue. This shifts liability from the user to the platform's design.

Learning from Instagram's evolution towards passive consumption, the Sora team intentionally designs its social feed to inspire creation, not just scrolling. This fundamentally changes the platform's incentives and is proving successful, with high rates of daily active creation and posting.

If features like the 'like' button were addictive like nicotine, any app with them would create dependency. The failure of countless social media clones proves this false. The truly addictive element is the high-quality, user-generated content, not the platform's UI mechanics.

The short-lived Sora app utilized all standard "addictive" social media features like infinite scroll. Its failure demonstrates that these mechanics alone cannot create addiction; compelling, high-quality user-generated content is the essential ingredient.

The addictiveness of social media stems from algorithms that strategically mix positive content, like cute animal videos, with enraging content. This emotional whiplash keeps users glued to their phones, as outrage is a powerful driver of engagement that platforms deliberately exploit to keep users scrolling.

The next wave of social media regulation is moving beyond content moderation to target core platform design. The EU and US legal actions are scrutinizing features like infinite scroll and personalized algorithms as potentially "addictive." This focus on platform architecture could fundamentally alter the user experience for both teens and adults.

TikTok's powerful algorithm is described as "digital opium" for its addictiveness. This intensity is a double-edged sword, as it also makes TikTok the first app users delete when seeking a "social media break." This suggests a volatile, less loyal user relationship compared to community-focused platforms, posing a long-term retention risk.