SAG-AFTRA Condemns ByteDance's Seedance 2.0 for Copyright Infringement

SAG-AFTRA, the union representing performers in the entertainment industry, has publicly condemned ByteDance, the Chinese parent company of TikTok, for its new AI video model, Seedance 2.0. This model has been criticized for enabling widespread copyright infringement by using the likenesses and voices of actors without consent. Notable figures such as Sean Astin, Brad Pitt, and Tom Cruise have been featured in unauthorized videos generated by Seedance 2.0, raising significant concerns about the ethical implications of AI in creative industries.

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SAG-AFTRA President Sean Astin emphasized the union's stance, stating that the unauthorized use of members' likenesses and voices is "unacceptable" and undermines the ability of human talent to earn a livelihood. The union's official statement highlighted that Seedance 2.0 "disregards law, ethics, industry standards and basic principles of consent." The Motion Picture Association (MPA) echoed these sentiments, calling on ByteDance to cease its infringing activities immediately.

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The Human Artistry Campaign, a coalition of artists' rights groups, also criticized Seedance 2.0, describing it as an "attack on every creator around the world." A spokesperson for the campaign remarked that the model's use of deepfakes and voice clones constitutes a violation of personal autonomy and should concern everyone in the industry. The coalition argues that such practices are detrimental to cultural integrity, asserting that "stealing isn’t innovation."

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SAG-AFTRA has been actively seeking to establish regulations surrounding the use of AI in the entertainment industry, particularly regarding the replication of actors' likenesses. In 2023, the union went on strike to advocate for principles of "consent and compensation" for any use of recognizable actors by major studios. The introduction of Seedance 2.0 represents a significant advancement in AI technology, combining audio and video to create a more immersive experience, which raises further concerns about the potential for misuse.

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As the controversy unfolds, SAG-AFTRA is engaged in negotiations with the Alliance of Motion Picture and Television Producers to develop a successor agreement that addresses these emerging challenges. The outcome of these discussions may have lasting implications for the relationship between AI technology and the rights of performers in the industry.

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• “The infringement includes the unauthorized use of our members’ voices and likenesses. This is unacceptable and undercuts the ability of human talent to earn a livelihood. Seedance 2.0 disregards law, ethics, industry standards and basic principles of consent. Responsible AI development demands responsibility, and that is nonexistent here.” — Sean Astin, SAG-AFTRA President

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• “The launch of Seedance 2.0 is an attack on every creator around the world,” — Human Artistry Campaign Spokesperson

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The introduction of Seedance 2.0 by ByteDance has sparked significant backlash from SAG-AFTRA and other industry stakeholders, highlighting the urgent need for clear guidelines and protections for artists in the age of AI. As negotiations continue, the future of AI's role in the entertainment industry remains uncertain, with the potential for both innovation and infringement at the forefront of the discussion.

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