Hollywood Expresses Alarm Over AI-Generated Videos Featuring Star Likenesses
The burgeoning capabilities of artificial intelligence in content creation have once again sent ripples of concern through the Hollywood community. A recent showcase of an AI service, dubbed Seedance 2.0 by its developer, Chinese tech giant ByteDance, has ignited a firestorm of criticism from prominent industry bodies and creatives alike. The service has been accused of widespread infringement through its ability to generate highly realistic video content featuring the likenesses and voices of well-known actors without their consent.
The controversy erupted following the release of several AI-generated videos by Irish filmmaker Ruairí Robinson. These short clips depicted Hollywood heavyweights Tom Cruise and Brad Pitt engaged in intense, albeit fictional, fistfights. One particularly viral video, set against the backdrop of a Los Angeles overpass, showed the two actors in a violent confrontation. Robinson shared this initial clip, noting in its caption that it was created with a mere “2 line prompt in seedance 2.” This particular video quickly garnered over 1.4 million views.
ByteDance, the company behind TikTok, is the developer of Seedance 2.0. Robinson didn’t stop there, subsequently releasing a follow-up video featuring AI versions of the stars from “Interview With the Vampire” in a similar urban setting, this time complete with dialogue. In this second clip, the AI-generated Pitt, with a voice eerily similar to the actor’s, utters, “You killed Jeffrey Epstein, you animal. He was a good man.” The AI-generated Cruise then responds, “He knew too much about our Russia operations. He had to die, and now you die too,” employing a voice that also closely mimicked the star. This second video has since amassed over 3 million views, further amplifying the concerns.
Industry Bodies Condemn “Blatant Infringement”
The implications of such technology have not gone unnoticed by the powerful unions and associations representing those in the entertainment industry. SAG-AFTRA, the union representing approximately 170,000 actors and entertainers globally, has issued a strong statement condemning ByteDance and its Seedance 2.0 service.
The union explicitly accused the company of “widespread copyright infringement,” highlighting the unauthorized use of its members’ voices and likenesses. “This is unacceptable and undercuts the ability of human talent to earn a livelihood,” SAG-AFTRA declared. The organisation further asserted that Seedance 2.0 “disregards law, ethics, industry standards and basic principles of consent.” They concluded by stating that “Responsible AI development demands responsibility, and that is nonexistent here.”
The Motion Picture Association (MPA), a prominent trade association representing major film studios, has also aligned itself with SAG-AFTRA in its condemnation of ByteDance’s actions. The MPA’s stance reinforces the united front being presented by Hollywood against what is perceived as an egregious misuse of AI technology.
Creatives Express Fear for Livelihoods
Beyond the official pronouncements from industry bodies, individual creatives are voicing their profound anxieties about the future of their professions. Rhett Reese, a celebrated screenwriter known for his work on the “Deadpool” franchise and “Now You See Me: Now You Don’t,” shared one of the AI-generated videos with a stark message: “It’s likely over for us.”
Reese later clarified the depth of his concern, explaining that his initial comment was not meant to be flippant. “I am not at all excited about AI encroaching into creative endeavors,” he wrote. “To the contrary, I’m terrified. So many people I love are facing the loss of careers they love. I myself am at risk.” He admitted to being “blown away” by the professionalism and realism of the AI-generated fight scene between Cruise and Pitt, stating, “That’s exactly why I’m scared.”
His “glass half empty view,” as he described it, is that Hollywood is on the precipice of a radical transformation or even devastation. He urged those unimpressed by the video to reconsider, implying that their lack of concern might stem from underestimating the technology’s potential. “If you truly think the Pitt v Cruise video is unimpressive slop, you’ve got nothing to worry about. But I’m shook,” he concluded, encapsulating the widespread sentiment of unease within the creative ranks.
The rapid advancement of AI tools like Seedance 2.0 raises significant ethical and legal questions about intellectual property, consent, and the very definition of creative work. As these technologies become more sophisticated and accessible, the debate surrounding their regulation and responsible implementation is set to intensify. The industry’s strong reaction signals a critical juncture in the ongoing dialogue between technological innovation and the preservation of human artistry and livelihoods.
