A newly surfaced video generated by the AI platform Seedance 2.0 depicts actors Tom Cruise and Brad Pitt in a simulated fight, raising serious concerns within Hollywood. The clip, which quickly went viral on social media, showcases the platform’s ability to create highly realistic audio and video content. This development has prompted immediate backlash from key industry organizations, including SAG-AFTRA and the Motion Picture Association (MPA).
Seedance 2.0 is a generative AI video platform developed by ByteDance, the parent company of TikTok. The platform can produce strikingly lifelike content with minimal prompts. The video featuring Cruise and Pitt, who last appeared together in the 1994 film Interview with the Vampire, depicts the actors engaged in a fictional battle atop a city bridge. While the footage is not genuine, its high quality has alarmed many in the industry regarding the potential for misuse of celebrity likenesses.
The MPA highlighted its concerns on October 5, 2023, stating, “In a single day, the Chinese AI service Seedance 2.0 has engaged in unauthorized use of U.S. copyrighted works on a massive scale.” The association’s statement reflects a growing unease about the implications of AI in the entertainment sector. Following this, SAG-AFTRA issued a strong condemnation of the platform, asserting that its operations infringe on member rights.
“SAG-AFTRA stands with the studios in condemning the blatant infringement enabled by ByteDance’s new AI video model Seedance 2.0,” the organization stated. It emphasizes the unauthorized use of its members’ voices and likenesses, underscoring that “this is unacceptable and undercuts the ability of human talent to earn a livelihood.” The union, representing over 160,000 actors, broadcasters, and other creative professionals, expressed that responsible AI development is crucial and currently lacking in this case.
The implications of such technology extend beyond the immediate concern of copyright infringement. Sean Astin, President of SAG-AFTRA, previously voiced apprehensions about AI’s potential to threaten the industry. During an interview at the Consumer Electronics Show (CES), he remarked, “When there’s new levels of functionality, a realism in kind of open products that are available to the public… that really pose an existential threat to our organization, we have to react and understand and keep moving.”
Given that ByteDance is a Chinese company, the ability of U.S.-based organizations like the MPA and SAG-AFTRA to enforce copyright laws regarding Seedance 2.0 may be limited. However, legal action may be more feasible against individuals or entities within the United States that utilize the platform to share infringing content.
While there may be some potential benefits to AI technologies like Seedance 2.0, the current misuse raises significant ethical concerns. The high quality of the generated videos, which includes detailed audio, location settings, and choreography, traditionally relies on skilled human professionals protected by unions. AI-generated content circumvents the need to engage these workers, which could have long-term effects on employment within the industry.
The rapid evolution of AI capabilities poses challenges that the entertainment sector must address. As the debate surrounding copyright and likeness rights continues, the focus will likely shift to establishing new frameworks for licensing and compensation, ensuring that creators receive fair remuneration when their likenesses are used in AI-generated content.
As the industry grapples with these developments, the conversation around responsible AI practices will become increasingly vital. Stakeholders must work collaboratively to navigate the complexities of AI technology while protecting the rights of creative professionals.
