LOS ANGELES — ByteDance committed to overhauling the safeguards of its new artificial intelligence (AI) video generation tool, Seedance 2.0, following a wave of legal threats and industry-wide condemnation from Hollywood’s heaviest hitters.
The retreat comes after a tumultuous few days for the Beijing-based parent company of TikTok, during which major studios and labor unions accused the company of facilitating “massive” copyright infringement and the digital theft of actor likenesses.
The controversy ignited following the Feb. 12 launch of Seedance 2.0. Much like OpenAI’s Sora, the tool allows users to generate hyper-realistic 15-second video clips from simple text prompts. However, the platform immediately drew fire when viral clips surfaced featuring high-profile intellectual property (IP) and deepfakes of A-list stars.
One widely circulated video, created by VFX artist Ruairí Robinson, an Irish filmmaker and visual effects artist here, depicted realistic AI versions of Tom Cruise and Brad Pitt engaged in a gritty rooftop fight while arguing about Jeffrey Epstein. Robinson said he created the clips by feeding a two-sentence prompt into Seedance. The realism was so jarring it prompted “Deadpool” screenwriter Rhett Reese to lament on social media, “It’s likely over for us.”
Beyond the studios, the creative workforce has voiced existential concerns. SAG-AFTRA released a blistering statement on Friday, standing in rare alignment with the studios to condemn the unauthorized use of members’ voices and faces.
“This is unacceptable and undercuts the ability of human talent to earn a livelihood,” the union stated, noting that the tool lacks basic principles of consent. The Human Artistry Campaign, a global creative coalition, went further, labeling the platform an “attack on every creator around the world.”
Legal reaction was swift and severe. Walt Disney Co. issued a cease-and-desist letter Friday, characterizing the platform as a “virtual smash-and-grab.” The studio alleged ByteDance pre-loaded Seedance with a “pirated library” of characters from Marvel and Star Wars.
Paramount followed suit on Saturday, citing “blatant infringement” of franchises ranging from “SpongeBob SquarePants” to “The Godfather.”
Meanwhile, the Motion Picture Association (MPA) slammed the company for disregarding laws that underpin millions of American jobs.
Beyond the studios, the creative workforce has voiced existential concerns. SAG-AFTRA released a blistering statement on Friday, standing in rare alignment with the studios to condemn the unauthorized use of members’ voices and faces.
“This is unacceptable and undercuts the ability of human talent to earn a livelihood,” the union stated, noting that the tool lacks basic principles of consent. The Human Artistry Campaign, a global creative coalition, went further, labeling the platform an “attack on every creator around the world.”
In a statement to the BBC on Monday, ByteDance attempted to de-escalate the burgeoning trade war. “We respect intellectual property rights and we have heard the concerns regarding Seedance 2.0,” the company said. “We are taking steps to strengthen current safeguards as we work to prevent the unauthorized use of intellectual property and likeness by users.”
ByteDance has previously claimed it paused the ability to upload images of real people, but it remains tight-lipped regarding the data used to train the model — a central point of contention for regulators. The fallout has already crossed borders, with the Japanese government launching an investigation into AI-generated clips of popular anime characters.
