Chinese technology giant ByteDance has pledged to curb its controversial artificial intelligence (AI) video-making tool Seedance, following complaints from major studios and streamers.
Last week, the Motion Picture Association (MPA) – which represents major US studios and streamers – called on Seedance 2.0 to “immediately cease" infringing copyright with its clips based on existing films and shows.
Charles Rivkin, Chairman and CEO of the MPA, said: "In a single day, the Chinese AI service Seedance 2.0 has engaged in unauthorized use of US copyrighted works on a massive scale. 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. ByteDance should immediately cease its infringing activity.”
Disney also sent a cease-and-desist letter to ByteDance, accusing it of supplying Seedance with a "pirated library" of the studio's copyrighted characters, including those from Marvel and Star Wars.
Seedance can create videos based on short text prompts. Many clips on the service are based on real actors and shows, and some have gone viral since the launch of its latest 2.0 version on 12 February. One clip features a highly realistic fight between Tom Cruise and Brad Pitt.
This week, ByteDance told the BBC that the company "respects intellectual property rights” and has “heard the concerns regarding Seedance 2.0."
"We are taking steps to strengthen current safeguards as we work to prevent the unauthorised use of intellectual property and likeness by users."
The Walt Disney Company recently agreed to invest $1bn in OpenAI, enabling users to make videos with its copyrighted characters on the video generation app, Sora. Discover more here.
Upcoming webinar: Beating the clock on live piracy dynamics
Join IBC365 and Verimatrix at the Attack Vectors, Scale, and the Race for Real-Time Response webinar on 29 July 2026 to discover the latest techniques propelling preventive, real-time strategies against modern piracy.
24 million watch England's World Cup defeat
A peak audience of 24 million watched as Argentina knocked out England in the World Cup semi-final on Wednesday night (July 15) across BBC One and BBC iPlayer, giving the BBC an 85% share of all TV viewing.
Disney+ expands to 58 languages in localisation push
Disney+ expands to 58 languages in localisation push Streaming platform Disney+ is rolling out support for 17 additional languages, bringing its total to 58 audio languages.
Jeremy Clarkson and BBC’s Matt Brittin join RTS London Convention line-up
The Royal Television Society (RTS) has announced a raft of high-profile speakers for its biennial RTS London Convention 2026, which takes place on September 26.
12 US states to block Paramount’s Warner Bros Discovery deal
The Writers Guild of America and a coalition of US states have both filed major antitrust lawsuits to challenge Paramount Skydance’s planned acquisition of Warner Bros. Discovery (WBD).
