ByteDance Commits to Stronger IP Controls After Major Studios' Cease-and-Desist

ByteDance, the Chinese technology giant behind TikTok, has pledged to strengthen intellectual property safeguards for its AI video platform, Seedance 2.0, following legal notices from major entertainment studios. The move comes amid growing concerns over alleged copyright violations and the misuse of digital likenesses, with studios claiming that the tool allows users to generate unauthorised content featuring protected characters and properties.

SeeDance 2.0, launched on February 12, enables users to create short, 15-second videos using text prompts. However, Disney reportedly sent a cease-and-desist letter to ByteDance after discovering the platform’s ability to produce clips featuring characters from franchises such as Marvel and Star Wars without permission. The studio argued that this constituted a breach of copyright and the misuse of its intellectual property.

Shortly after, Paramount issued a similar legal notice, highlighting AI-generated content depicting characters from Star Trek, SpongeBob SquarePants, South Park, and Teenage Mutant Ninja Turtles. These objections underscore the tension between emerging AI content platforms and traditional media companies over control of creative works and the use of copyrighted material.

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ByteDance has responded by assuring regulators and the public that it “respects intellectual property rights” and is actively reviewing how Seedance 2.0 handles copyrighted characters and real-world identities. The company indicated that it is implementing new measures to prevent the generation of unauthorised content and better monitor user activity on the platform.

The controversy has also drawn attention from industry groups and creative unions. The Motion Picture Association, representing several major studios and streaming platforms, called for an immediate halt to large-scale copyright infringement. Meanwhile, the performers’ union SAG-AFTRA raised concerns about the replication of actors’ voices and likenesses without consent, highlighting potential impacts on livelihoods.

Creative advocacy groups have joined the discussion as well. The Human Artistry Campaign, a coalition of artistic organisations, described the AI tool’s current operations as a direct threat to creators, arguing that widespread misuse could undermine the value and rights of original works.

The incident underscores the evolving challenges of balancing innovation in AI-generated media with legal protections for intellectual property. As SeeDance 2.0 continues to grow in popularity, ByteDance faces mounting pressure to implement robust safeguards while navigating complex copyright and likeness regulations in global markets.

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