On Thursday, the Chinese company that owns TikTok unveiled its new AI video creation tool, Seedance 2.0. This has sent ripples through Hollywood. Users quickly made videos featuring beloved actors like Tom Cruise and Brad Pitt. One of the viral clips even showed an epic battle between them, and there were also alternate endings for popular shows like Game of Thrones.
The backlash from Hollywood was immediate. Just a few years ago, OpenAI’s Sora 2 sparked similar outrage when it produced unauthorized clips. Talent agencies responded by trying to protect their clients. OpenAI’s CEO Sam Altman eventually retreated, giving creators more control over their intellectual property (IP).
Charles Rivkin, the CEO of the Motion Picture Association, was vocal against Seedance 2.0. He warned that it was using U.S. copyrighted material without permission, violating important laws. Rivkin stressed that this kind of action threatens many American jobs tied to the entertainment industry.
SAG-AFTRA, the union representing many actors, also chimed in. They called what ByteDance is doing “blatant infringement” of their members’ rights, using their voices and likenesses without consent. The union emphasized the need for ethical AI practices and the importance of proper compensation for artists. They’ve pushed for protections that ensure creators consent before their work is used in this way.
Further, the Human Artistry Campaign, a group of artist organizations, condemned Seedance 2.0 as detrimental to cultural integrity. They argue that the birth of AI content like this undermines the value of human creativity. They believe that tech companies should license works from creators and respect their rights to opt out.
The Copyright Alliance echoed similar concerns, warning that the unauthorized use of creators’ works by foreign companies poses a significant threat. Their leader, Keith Kupferschmid, highlighted the need for accountability in the rapidly evolving world of AI.
The response from Hollywood might mirror actions taken against Sora 2. After that incident, actor Bryan Cranston worked with SAG-AFTRA and major talent agencies to negotiate protections for likeness and voice use with OpenAI. SAG-AFTRA President Sean Astin praised Cranston for using the resources available to protect artists’ rights.
AI continues to be a pressing issue, especially since it became a focal point during SAG-AFTRA’s labor strikes in recent years. As negotiations for new labor contracts start, the conversation around AI’s role in entertainment is expected to heat up once more.
In this ever-changing landscape, it’s clear that the balance between technological advancement and the protection of creators is crucial. While innovations like Seedance 2.0 can entertain and engage, they also raise serious questions about ownership and consent in the digital age. The ongoing discourse will likely shape the future of both entertainment and AI.
For more details on the implications of AI in creative fields, check out this report from the Motion Picture Association.
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