What's Happening?
A viral AI-generated video depicting actors Brad Pitt and Tom Cruise in a fight scene has stirred controversy in Hollywood. The 15-second clip was created using Seedance 2.0, an AI video-generation platform launched by ByteDance, the parent company of TikTok. The video has been criticized for its unauthorized use of copyrighted material, prompting the Motion Picture Association (MPA) to demand that ByteDance cease its infringing activities. Charles Rivkin, CEO of the MPA, emphasized that the platform's actions violate copyright laws that protect creators' rights and support American jobs. The video was shared on social media by Irish filmmaker Ruairi Robinson, who noted its creation from a simple prompt. Industry figures like Rhett Reese, known
for his work on the 'Deadpool' trilogy, expressed concern over AI's potential to disrupt Hollywood, fearing job losses as AI tools become more sophisticated.
Why It's Important?
The emergence of AI-generated content poses significant challenges to the entertainment industry, particularly concerning copyright infringement and job security. The unauthorized use of actors' likenesses and voices in AI-generated videos threatens the livelihoods of creative professionals. This development highlights the urgent need for updated regulations and protections against AI misuse. The controversy underscores the broader implications of AI in creative fields, where traditional roles and intellectual property rights are increasingly at risk. As AI technology advances, the industry must navigate the balance between innovation and the protection of human talent.
What's Next?
As the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) reenters contract negotiations, AI remains a top priority. The union is considering a 'Tilly tax,' a fee for studios using AI-generated actors, in response to the introduction of AI actors like Tilly Norwood. SAG-AFTRA has condemned the Seedance 2.0 video for its unauthorized use of members' likenesses, calling for responsible AI development. The outcome of these negotiations could set precedents for how AI is integrated into the industry, potentially influencing future contracts and regulations.
