The Motion Picture Association has issued a cease-and-desist letter to ByteDance, the company behind the AI video generator Seedance 2.0, following similar actions from several major Hollywood studios.
Escalating Tensions
The MPA’s notice reflects its members’ response to what they describe as “ByteDance’s pervasive copyright infringement.” The association argues that Seedance 2.0’s use of copyrighted materials isn’t accidental, but a deliberate “feature, not a bug.” This marks the first time the MPA has sent a cease-and-desist letter to a major AI firm.
Disney, Paramount, Warner Bros., Netflix and Sony Pictures all launched legal threats last week. Netflix characterized Seedance as “a high-speed privacy engine,” while Warner Bros. Asserted ByteDance deliberately used their materials to train its AI model. Disney described the usage as a “virtual smash-and-grab” of their intellectual property.
The MPA stated that ByteDance trained its AI model on the studios’ works without consent, a step it claims was necessary for the AI to produce infringing content. The association also alleges ByteDance released the service “without guardrails” and subsequently reproduced and distributed copyrighted material.
Industry Response
ByteDance, which also oversees TikTok, responded with a statement to CNBC, saying it “respects intellectual property rights” and is “taking steps to strengthen current safeguards” to prevent unauthorized use of intellectual property and likenesses. However, the MPA indicated that “general statements” are insufficient.
Luke Arrigoni, CEO of Loti AI, a likeness protection technology company, stated the industry has reached a “breaking point,” adding that the MPA’s action sends a clear message that the entertainment industry will not subsidize the AI industry’s growth at the expense of its own rights.
Frequently Asked Questions
What prompted these legal threats?
A viral AI video of Brad Pitt and Tom Cruise fighting, due to its realistic nature and unauthorized use of the actors’ likenesses, initially triggered the backlash from both SAG-AFTRA and the MPA.
What is the MPA’s specific argument against ByteDance?
The MPA argues that ByteDance trained its Seedance 2.0 AI model on copyrighted works without consent and released the service without safeguards against infringement.
How did ByteDance respond to the allegations?
ByteDance stated it “respects intellectual property rights” and is “taking steps to strengthen current safeguards” to prevent unauthorized use of intellectual property and likenesses.
As AI technology continues to advance, will the entertainment industry and AI developers be able to find common ground regarding copyright and intellectual property rights?
