Hollywood groups say the AI video tool uses the likeness of actors and others without permission.

China’s ByteDance has pledged to address concerns over its new artificial intelligence video generator, after Hollywood groups claimed Seedance 2.0 “blatantly” violates copyright and uses the likenesses of actors and others without permission.

The company, which owns TikTok, told The Associated Press news agency on Sunday that it respects intellectual property rights and pledged action to strengthen safeguards.

The tool, called Seedance 2.0, is available only in China for now and lets users generate high-quality AI videos using simple text prompts.

The Motion Picture Association (MPA) said last week that Seedance 2.0 “has engaged in unauthorized use of US copyrighted works on a massive scale”.

“By launching a service that operates without meaningful safeguards against infringement, ByteDance is disregarding well-established copyright law that protects the rights of creators and underpins millions of American jobs. ByteDance should immediately cease its infringing activity,” Charles Rivkin, chairman and CEO of the MPA, said in a statement on February 10.

Screenwriter Rhett Reese, who wrote the Deadpool movies, said on X last week, “I hate to say it. It’s likely over for us.”

His post was in response to Irish director Ruairi Robinson’s post of a Seedance 2.0 video that went viral and shows AI versions of Tom Cruise and Brad Pitt fighting in a post-apocalyptic wasteland.

Actors union SAG-AFTRA said on Friday it “stands with the studios in condemning the blatant infringement” enabled by Seedance 2.0.

“The infringement includes the unauthorized use of our members’ voices and likenesses. This is unacceptable and undercuts the ability of human talent to earn a livelihood,” SAG-AFTRA said in a statement.

“Seedance 2.0 disregards law, ethics, industry standards and basic principles of consent. Responsible AI development demands responsibility, and that is nonexistent here.”

ByteDance said in response that it has heard the concerns regarding Seedance 2.0.

“We are taking steps to strengthen current safeguards as we work to prevent the unauthorised use of intellectual property and likeness by users,” it told the AP.

Jonathan Handel, an entertainment journalist and lawyer, told Al Jazeera the developments mark “the beginning of a difficult road” for the film industry.

Until courts make a significant ruling, AI-generated videos will have major implications on the film industry,” he said.

“Digital technology moves a lot quicker, and we are going to see in several years full-length movies that are AI-generated,” he said.

These tools are trained primarily on unlicensed data, Handel said, and the output could resemble faces and scenes from famous movies, “and so you’ve got copyrights, trademarks, all of those rights are implicated here”.