The SAG-AFTRA union joined the Motion Picture Association (MPA) and other industry groups on Friday in a strong condemnation of ByteDance’s newly launched Seedance 2.0 model. The video generator has been accused of violating laws, ethics, and industry standards, particularly regarding the unauthorized use of actors’ voices and likenesses.
A spokesperson for SAG-AFTRA emphasized the union’s position, stating, “Seedance 2.0 disregards law, ethics, industry standards, and basic principles of consent. The blatant infringement enabled by this A.I. video model undercuts the ability of human talent to earn a livelihood. Responsible A.I. development demands responsibility, and that is nonexistent here.”
The release of Seedance 2.0 has sparked significant backlash within the entertainment industry, particularly as it produced videos featuring unauthorized likenesses of high-profile Hollywood figures, including Will Smith, Brad Pitt, and Tom Cruise. One example that drew criticism was an AI-generated fight scene between Pitt and Cruise, which the MPA described as a clear infringement of copyright laws.
Charles Rivkin, chairman and CEO of the MPA, stated, “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. 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.”
The Human Artistry Campaign, an organization advocating for A.I. regulation, labeled the launch of Seedance 2.0 as “an attack on every creator around the world.” In their statement, they emphasized, “Stealing human creators’ work in an attempt to replace them with AI-generated slop is destructive to our culture: stealing isn’t innovation. These unauthorized deepfakes and voice clones of actors violate the most basic aspects of personal autonomy and should be deeply concerning to everyone. Authorities should use every legal tool at their disposal to stop this wholesale theft.”
The uproar surrounding Seedance 2.0 coincides with SAG-AFTRA’s ongoing contract negotiations with the Alliance of Motion Picture and Television Producers (AMPTP), with the current contract set to expire at the end of June. Union leaders have indicated that establishing protections and modern regulations regarding A.I. in Hollywood remains a top priority in these negotiations.
This incident underscores the growing tension between traditional entertainment sectors and emerging A.I. technologies, suggesting a pivotal moment for the industry. As the landscape continues to evolve, the need for clear guidelines governing A.I. use in creative fields becomes increasingly urgent.
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