A recent AI-generated video featuring Brad Pitt and Tom Cruise has taken the internet by storm. This brief, 15-second clip was created using Seedance 2.0, a new platform launched by ByteDance, which also owns TikTok. However, its spread has raised concerns among industry leaders about copyright infringement.
Charles Rivkin, the CEO of the Motion Picture Association, criticized the platform for misusing U.S. copyrighted content. He pointed out that Seedance 2.0 launched without necessary safeguards, ignoring laws meant to protect creators and the jobs tied to them. Rivkin stated, “They should immediately cease their infringing activities.”
The video was shared by Irish filmmaker Ruairi Robinson, who explained that it stemmed from just two lines of text entered into Seedance 2.0. His post sparked reactions from filmmakers, including Rhett Reese, known for works like “Deadpool.” Reese voiced his concerns about the potential impact of AI in filmmaking. He noted, “I hate to say it, but it’s likely over for us.” He fears that soon, anyone could produce content that rivals major Hollywood releases.
Reese’s worries align with wider industry fears. In 2023, both SAG-AFTRA and the Writers Guild went on strike, primarily to secure protections against AI encroachment. Some union members feel that existing measures haven’t gone far enough. As negotiations continue, AI remains a key issue, with the potential for a “Tilly tax” being discussed—a fee that studios might need to pay for using AI-generated likenesses, a response to the emergence of Hollywood’s first AI actor.
SAG-AFTRA issued statements condemning Seedance 2.0’s actions, highlighting how the video misuses the likenesses and talents of its members. A spokesperson emphasized the necessity for responsible AI development, calling out the current state as “unacceptable” and detrimental to human actors’ livelihoods.
The growing concern over AI’s role in creative fields reflects a real trend. According to a recent survey by the Writers Guild, 78% of writers are worried about job security due to AI advancements. As technology continues to evolve, the dialogue surrounding ethical practices and protections for creators will be crucial. Without proper safeguards, the industry may face significant changes that could alter the landscape of filmmaking forever.
For more on this ongoing issue surrounding AI and copyright, check out The Times’ coverage for further insights.
