Entertainment industry leaders are speaking out against ByteDance, the company behind TikTok, over its latest artificial intelligence technology that they claim illegally uses copyrighted material and celebrity images without consent.
The controversial tool, called Seedance 2.0, enables users to create professional-quality videos simply by typing text descriptions. While currently restricted to users in China, the technology has already sparked fierce criticism from major Hollywood organizations.
The Motion Picture Association has accused the platform of engaging in “unauthorized use of U.S. copyrighted works on a massive scale.”
Charles Rivkin, who serves as chairman and CEO of the MPA, issued a strong statement Tuesday demanding action. “By launching a service that operates without meaningful safeguards against infringement, ByteDance is disregarding well-established copyright law that protects the rights of creators and underpins millions of American jobs. ByteDance should immediately cease its infringing activity,” Rivkin declared.
The controversy intensified when Irish filmmaker Ruairí Robinson shared a video created with the AI tool showing digitally generated versions of Tom Cruise and Brad Pitt in a fictional battle scene. The post prompted “Deadpool” screenwriter Rhett Rheese to express his concerns on social media platform X, writing “I hate to say it. It’s likely over for us.”
The actors’ union SAG-AFTRA joined the criticism on Friday, releasing a statement condemning what they called obvious copyright violations. “The infringement includes the unauthorized use of our members’ voices and likenesses. This is unacceptable and undercuts the ability of human talent to earn a livelihood,” the union stated. “Seedance 2.0 disregards law, ethics, industry standards and basic principles of consent. Responsible AI development demands responsibility, and that is nonexistent here.”
In response to the mounting pressure, ByteDance issued its own statement Sunday acknowledging the concerns while defending its commitment to protecting creative rights. “(We) have heard the concerns regarding Seedance 2.0. We are taking steps to strengthen current safeguards as we work to prevent the unauthorized use of intellectual property and likeness by users,” the company responded.
