On March 14, 2024, Chinese tech giant ByteDance launched its AI video generation tool, Seedance 2.0, which has quickly ignited controversy within Hollywood. Just one day later, the Walt Disney Company responded with a cease and desist letter, alleging that ByteDance is infringing on its intellectual property to train the AI model. Disney’s outside attorney, David Singer, stated that the company believes ByteDance is “hijacking Disney’s characters” by reproducing and distributing works that include these iconic figures.
The legal letter outlines that ByteDance’s actions represent a “virtual smash-and-grab” of Disney’s intellectual property, which Disney views as willful and pervasive infringement. Singer emphasized the severity of the situation, asserting, “We believe this is just the tip of the iceberg—which is shocking considering Seedance has only been available for a few days.”
This legal action is not an isolated incident. The Motion Picture Association (MPA), representing major U.S. studios such as Netflix, Paramount Pictures, and Warner Bros. Discovery, echoed Disney’s concerns. MPA chairman and CEO Charles Rivkin criticized Seedance 2.0 for its “unauthorized use of U.S. copyrighted works on a massive scale.” He called for ByteDance to halt its operations, stating, “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.”
The Human Artistry Campaign, which includes various creative organizations like SAG-AFTRA and the Directors Guild of America, also expressed its discontent. A representative stated, “Authorities should use every legal tool at their disposal to stop this wholesale theft.” They emphasized that such actions pose a threat to both American creators and the nation’s leadership in creativity and responsible AI innovation.
Seedance 2.0 has gained attention for its ability to create realistic video clips from simple text prompts. Among the clips that circulated on social media were scenarios such as a fistfight between actors Tom Cruise and Brad Pitt, as well as comedic portrayals of Will Smith battling a spaghetti monster and characters from popular shows like Friends and Seinfeld reimagined in unusual contexts.
In response to the backlash, ByteDance has announced that it has suspended the ability for users to upload images of real individuals on Seedance 2.0. The company maintains that it respects intellectual property rights and is taking potential infringement seriously. ByteDance also indicated that the content generated during this initial phase was part of a limited pre-launch testing period.
Looking ahead, ByteDance has pledged to implement “robust policies, monitoring mechanisms and processes” to ensure compliance with local regulations. The company asserts that it is committed to addressing the risks associated with its new AI tool, although the legal challenges ahead from major industry players like Disney and the MPA could shape the future of Seedance 2.0 significantly.
As the situation unfolds, the implications of this legal battle extend beyond ByteDance and Disney, raising broader questions about AI technology, intellectual property rights, and the responsibilities of companies operating in the increasingly complex landscape of digital content creation.
