SAG-AFTRA Slams ‘Blatant Infringement’ in Seedance AI Videos
SAG-AFTRA has joined the chorus of industry voices condemning ByteDance, the Chinese owner of TikTok, for the release of their new video model, Seedance 2.0, which has led to widespread copyright infringement online.
One of the prominent figures whose likeness has been used in videos created by Seedance 2.0 is SAG-AFTRA President Sean Astin. In a video circulating online, Astin is depicted as his character Samwise Gamgee from “The Lord of the Rings”, uttering the famous line, “Mr. Frodo, why don’t we just take the Eagles straight to Mount Doom?”
The union has labeled the Seedance videos, which feature unauthorized depictions of celebrities like Brad Pitt and Tom Cruise, as “blatant infringement.” In a statement, SAG-AFTRA expressed solidarity with studios in denouncing ByteDance’s AI video model, citing the unauthorized use of members’ voices and likenesses as unacceptable and detrimental to the livelihood of human talent.
In a show of solidarity, the Motion Picture Association has also condemned ByteDance and urged the company to cease its infringing activities immediately. Additionally, the Human Artistry Campaign, a coalition of artists’ rights groups associated with Hollywood unions, has spoken out against Seedance 2.0, denouncing it as an assault on creators worldwide.
The campaign spokesperson emphasized that the launch of Seedance 2.0 represents a threat to cultural integrity, as it seeks to replace human creators with AI-generated content. The unauthorized deepfakes and voice clones of actors produced by the model are deemed a violation of personal autonomy and a cause for concern among authorities.
Seedance 2.0 is noted for its advancement in AI video platforms, as it seamlessly combines audio and video elements to create a more cinematic experience. SAG-AFTRA has been actively advocating for safeguards against the replication of actors’ likenesses by AI technology, with a focus on securing consent and fair compensation for such usage.
The union’s efforts to establish guidelines for AI replication of actors’ likenesses were underscored by a strike in 2023, which aimed to set a precedent for “consent and compensation” in dealings with major studios. Currently engaged in negotiations with the Alliance of Motion Picture and Television Producers, SAG-AFTRA is working towards a successor agreement that builds upon previous agreements and addresses the evolving landscape of AI technology in the entertainment industry.
