ByteDance, the Chinese tech giant behind TikTok, has pledged to strengthen safeguards on its artificial intelligence video generation tool, Seedance 2.0, following a wave of legal threats from Hollywood studios and condemnation from actors’ unions. The dispute centers on the tool’s ability to create hyper-realistic videos featuring recognizable characters and actors without authorization, raising concerns about copyright infringement and the unauthorized utilize of likenesses.
Disney initiated the legal challenge, sending a cease and desist letter to ByteDance on Friday, accusing the company of stocking Seedance 2.0 “with a pirated library of Disney’s copyrighted characters.” Paramount Pictures followed suit, alleging the AI model produced “vivid depictions of Paramount’s famous and iconic franchises and characters.”
The Motion Picture Association (MPA) has likewise weighed in, stating Seedance 2.0 “has engaged in unauthorized use of U.S. Copyrighted works on a massive scale.” Charles Rivkin, chairman and CEO of the MPA, said in a statement on February 10, that ByteDance was “disregarding well-established copyright law that protects the rights of creators and underpins millions of American jobs” and should “immediately cease its infringing activity.”
SAG-AFTRA, the actors’ union, echoed these concerns, stating the tool enables “blatant infringement” and “the unauthorized use of our members’ voices and likenesses.” The union characterized the practice as “unacceptable” and detrimental to the livelihoods of performers. “Seedance 2.0 disregards law, ethics, industry standards and basic principles of consent. Responsible AI development demands responsibility, and that is nonexistent here,” SAG-AFTRA said in a statement.
Seedance 2.0, currently available only in China, allows users to generate high-quality AI videos from simple text prompts. A viral video depicting AI-generated versions of Tom Cruise and Brad Pitt engaged in a fight scene sparked widespread attention and fueled the backlash. Other videos have showcased alternative endings to popular series like Stranger Things.
ByteDance responded to the criticism, stating it “respects intellectual property rights and we have heard the concerns regarding Seedance 2.0.” The company pledged to “strengthen current safeguards as we work to prevent the unauthorised use of intellectual property and likeness by users.”
Entertainment lawyer and journalist Jonathan Handel told Al Jazeera the situation marks “the beginning of a difficult road” for the film industry. He noted that AI-generated videos have major implications for the industry, potentially leading to the creation of full-length AI-generated movies within years. Handel explained that these tools are primarily trained on unlicensed data, which can result in outputs resembling copyrighted material, implicating copyrights and trademarks.
The developments come as the entertainment industry grapples with the broader implications of artificial intelligence. Screenwriter Rhett Reese, who co-wrote the Deadpool movies, expressed concern about the future of the profession, posting on X, “I hate to say it. It’s likely over for us.”
