The Motion Picture Association issued its first cease-and-desist against an AI company over ByteDance's Seedance tool, yet studios reportedly use it covertly on an unofficial basis.
A viral video featuring AI-generated likenesses of Brad Pitt and Tom Cruise triggered the MPA's action against Seedance, ByteDance's AI video generation platform. The public stance represents an aggressive stance on AI-generated celebrity deepfakes.
However, industry insiders reveal a disconnect between public opposition and private practice. Joel Kuwahara, a producer on The Simpsons, disclosed that studios are using Seedance under informal "don't ask, don't tell" agreements.
The contradiction highlights Hollywood's ambivalent relationship with AI video tools. Studios want protection from unauthorized use of actor likenesses while simultaneously leveraging the technology's capabilities for production work.
The disconnect raises questions about the enforceability of the MPA's ban and whether industry self-regulation can address both concerns. The situation underscores broader tensions in Hollywood between protecting intellectual property and adopting emerging technology.
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