Concerns over AI and its place at the heart of human life and work have continued to grow more than ever. Even Hollywood has not escaped the conundrum, as more voices are raised for the need for stricter regulations of AI. And the latest controversy surrounding TikTok owners’ Seedance 2.0 and Warner Bros. Discovery has further stirred the pot for its user-generated fake video feature.

The latter has not taken the issue lightly. So, after Disney and Paramount, the entertainment giant has threatened the Chinese company with legal action.

Warner Bros. is not pleased with TikTok owner ByteDance’s Seedance 2.0, which has allowed users to create fake videos using its famous characters like Superman, Batman, and scenes from Game of Thrones without permission. The company has accused ByteDance of alleged copyright infringement and sent a cease-and-desist letter to the Chinese company. 

These fake videos, which appear almost real, including alternate endings to popular shows like Game of Thrones, have raised serious concerns. Several have spoken out about how this could harm artists and their creative work. As per Variety and multiple sources, Disney and Paramount have already sent cease-and-desist letters to ByteDance. The Motion Picture Association and SAG-AFTRA have also joined to express their concern over unauthorised use of intellectual property.

Following the massive backlash, ByteDance has now come forward and promised to implement stricter safeguards.

“We are taking steps to strengthen current safeguards as we work to prevent the unauthorized use of intellectual property and likeness by users,” company spokesperson said, as per CNBC.

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Apart from the companies, notable names from Hollywood have also voiced their concerns. Cate Blanchett and Scarlett Johansson are some of the notable names.

Fake AI videos of actors or the unauthorized use of their voices have deeply concerned many in the industry. Scarlett Johansson is among those who did not hesitate to call for strict regulations after a deepfake video of her circulated online. Cate Blanchett, on the other hand, has warned that if AI is left unregulated, it could pose serious threats to humanity.

She pointed out that anyone’s voice or image available on social media can be easily copied. And both have joined the Stealing Isn’t Innovation campaign, alongside 800 artists, demanding stricter AI regulations.

Joseph Gordon-Levitt, Cyndi Lauper, Bonnie Raitt, and Chaka Khan have also signed for the campaign. Now, the growing backlash makes one thing clear, and that is, unless strict rules are enforced soon, Hollywood’s battle over AI regulations may be far from over.

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