ByteDance vows to curb AI video tool after Disney copyright complaint

ByteDance, the parent company of TikTok, has agreed to limit its Seedance 2.0 artificial intelligence (AI) video tool after legal threats from Disney and complaints from other studios.

In a statement shared with MARKETING-INTERACTIVE, a ByteDance spokesperson said it respects intellectual property (IP) 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."

However, ByteDance did not reveal the details on the safeguards it plans to implement, as well as what data it uses to train Seedance.

This follows a surge of Seedance 2.0 clips online — the tool can generate highly realistic videos from simple text prompts, from Tom Cruise fighting Brad Pitt to Will Smith battling a red‑eyed monster or Friends characters reimagined as otters.

However, several Hollywood studios have raised copyright concerns, accusing ByteDance of infringement. Disney sent a cease‑and‑desist letter on 13 February alleging Seedance was trained on a “pirated library” and accusing the company of a “virtual smash‑and‑grab” of their intellectual property, according to Reuters and the BBC. 

Moreover, major US studios have alleged that Seedance 2.0 engaged in unauthorised use of US‑copyrighted works on a massive scale, and have demanded it immediately stop producing infringing clips based on existing films and shows, said Charles Rivkin, chairman and CEO of the Motion Picture Association, in a statement.

“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,” he said. 

The MPA represents the major US studios - Netflix, Paramount Pictures, Prime Video & Amazon MGM Studios, Sony Pictures, Universal Studios, The Walt Disney Studios and Warner Bros Discovery.

MARKETING-INTERACTIVE has reached out to Disney for a statement. 

Don't miss: ByteDance, Soonshot debut AI-powered short-form K-dramas across SEA

In fact, Disney has taken similar action against Character.AI, sending a cease‑and‑desist demanding it stop the unauthorised use of the studio’s copyrighted characters.

Back in December, The Walt Disney Company and OpenAI signed a deal making Disney the first major content partner on Sora, OpenAI’s short‑form generative‑video platform. Sora can create short, user‑prompted social videos drawn from more than 200 Disney, Marvel, Pixar and Star Wars characters, including costumes, props, vehicles and iconic environments, that fans can view and share.

Photo courtesy: YouTube channel @Ruairi Robinson, X account @grankin

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

ByteDance, Soonshot debut AI-powered short-form K-dramas across SEA
VML and Publicis veteran Shailesh Iyer lands strategic role at ByteDance Indonesia
ByteDance doubles down on AI with updated version of Doubao