ByteDance commits to enhancing safeguards on its AI-driven video tool Seedance 2.0 following legal threats from Hollywood over unauthorised use of film and TV material, signalling a potential shift in industry regulation of generative AI technology.
ByteDance has pledged to tighten controls on Seedance 2.0, its text‑to‑video artificial intelligence system, after showdown-level objections from Hollywood over alleged unauthorised use of film and television material. A company spokesperson told MARKETING‑INTERACTIVE that it “respects intellectual property (IP) rights and has heard the concerns regarding Seedance 2.0” and that “We are taking steps to strengthen current safeguards as we work to prevent the unauthorised use of intellectual property and likeness by users.” According to reporting, the firm has not publicly detailed what those measures will be or disclosed the datasets used to train the model. (Sources: MARKETING‑INTERACTIVE, Associated Press)
Seedance 2.0 can produce short, hyper‑realistic clips from minimal prompts, a capability that drew widespread attention after a viral 15‑second video depicted a rooftop fight between AI‑rendered likenesses of Tom Cruise and Brad Pitt. The clip, generated with a two‑sentence prompt and amplified on social platforms by industry figures, intensified concern inside Hollywood about how readily consumer tools can replicate actors, scenes and cinematic styles. (Sources: The Week, MARKETING‑INTERACTIVE)
Major studios have moved swiftly. Disney, followed by other companies, sent cease‑and‑desist notices accusing ByteDance of training Seedance on unauthorised or “pirated” material and of enabling output that reproduces protected characters and sequences. Reporting identifies differing timelines for when specific letters were sent, with Disney’s legal objection emerging in mid‑February and additional demands arriving from other studios in the days that followed. (Sources: MARKETING‑INTERACTIVE, NationalToday, Axios)
The Motion Picture Association has taken the dispute to a formal legal posture, demanding detailed disclosures from ByteDance and setting firm response deadlines. Charles Rivkin, chairman and CEO of the MPA, warned that: “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 MPA represents the major studios, including Netflix, Paramount, Amazon MGM Studios, Sony Pictures, Universal, Warner Bros Discovery and The Walt Disney Studios. (Sources: Axios, MARKETING‑INTERACTIVE)
Unions and creators echoed the studios’ alarm. SAG‑AFTRA characterised the unauthorised use of members’ images and voices as unacceptable and damaging to performers’ livelihoods, while prominent screenwriters and directors warned the technology could upend traditional production pathways if left unchecked. Netflix and other streamers have publicly objected to Seedance outputs that they say mirror their franchises and characters. (Sources: Al Jazeera, The Week, GamesRadar)
The episode has highlighted broader gaps in industry policy and commercial arrangements for generative video. While some entertainment companies are negotiating licensing partnerships with AI developers, Disney, for example, has struck a content deal with an AI video platform, studios and rights holders are simultaneously mobilising legal remedies to protect their catalogues and talent. For now, ByteDance’s assurances of stronger safeguards stand alongside calls for greater transparency about training data and clearer legal guardrails as the technology spreads beyond China and toward any planned global roll‑out. (Sources: MARKETING‑INTERACTIVE, Associated Press, The Week)
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Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The article was published on February 27, 2026, and reports on recent events, including Disney’s cease-and-desist letter to ByteDance over Seedance 2.0. Similar reports from other reputable sources, such as the Los Angeles Times and Axios, were published around the same time, indicating that the information is current and not recycled. ([latimes.com](https://www.latimes.com/entertainment-arts/business/story/2026-02-16/hollywood-groups-condemn-bytedances-ai-video-generator-claiming-copyright-infringement?utm_source=openai))
Quotes check
Score:
7
Notes:
The article includes direct quotes from Disney and the Motion Picture Association (MPA). While these quotes are consistent with statements from these organizations in other sources, the exact wording cannot be independently verified without access to the original communications. ([latimes.com](https://www.latimes.com/entertainment-arts/business/story/2026-02-16/hollywood-groups-condemn-bytedances-ai-video-generator-claiming-copyright-infringement?utm_source=openai))
Source reliability
Score:
6
Notes:
The article is published by Marketing-Interactive, a publication that focuses on marketing and advertising news. While it is a specialized source, it is not as widely recognized as major news organizations like the BBC or Reuters.
Plausibility check
Score:
9
Notes:
The events described in the article align with reports from other reputable sources, including the Los Angeles Times and Axios, confirming the plausibility of the claims. ([latimes.com](https://www.latimes.com/entertainment-arts/business/story/2026-02-16/hollywood-groups-condemn-bytedances-ai-video-generator-claiming-copyright-infringement?utm_source=openai))
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The article provides current and plausible information, with quotes from primary sources. However, the exact wording of these quotes cannot be independently verified, and the source’s reliability is moderate. Given these factors, the content passes the fact-check with medium confidence.
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