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Disney slams ByteDance's AI tool for stealing its iconic characters

From Tom Cruise deepfakes to stolen Disney icons, Seedance 2.0 ignites a legal firestorm. Hollywood unions demand action—will AI creativity come at any cost?

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2 min read
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The image shows a man in a suit and tie speaking into a microphone in front of a wall. He appears to be making a statement, likely in response to the news that the government has approved a bill to ban the use of the internet.

Disney slams ByteDance's AI tool for stealing its iconic characters

Disney has issued a cease and desist letter to ByteDance over its AI video tool, Seedance 2.0. The company stands accused of using Disney-owned characters without permission. Other major media groups and unions have also raised objections to the platform's unauthorised content.

The controversy centres on Seedance 2.0, an advanced AI model that merges audio and video to produce more realistic, cinematic clips. Critics argue it enables widespread misuse of protected likenesses and intellectual property.

In mid-February 2026, a fake video featuring AI-generated versions of Tom Cruise and Brad Pitt went viral. Disney responded by accusing ByteDance of a 'smash-and-grab' on its copyrighted brands. The Motion Picture Association quickly condemned the platform's infringing conduct, joining calls for stricter controls.

SAG-AFTRA, the actors' union, has been vocal in its opposition. The group is currently negotiating with producers over AI regulations in a new industry agreement. Union president Sean Astin discovered his own likeness had been used in Seedance 2.0 videos without his permission. SAG-AFTRA is demanding 'consent and compensation' for any AI replicas of its members' voices or appearances.

The Human Artistry Campaign also weighed in, labelling Seedance 2.0 'an attack on every creator around the world'. Facing mounting pressure, ByteDance released a statement acknowledging the concerns. The company pledged to strengthen protections against unauthorised use of intellectual property and likenesses. As a temporary measure, it blocked uploads of real people's images in the software.

Seedance 2.0 represents a leap forward in AI video technology, blending audio and visuals more seamlessly than earlier platforms. However, its capabilities have sparked fears about the ease of creating deepfakes and misusing copyrighted material.

ByteDance has promised to tighten safeguards after the backlash from Disney, SAG-AFTRA, and other industry bodies. The company's temporary ban on real-person uploads aims to address immediate concerns. Meanwhile, negotiations over AI regulations in film and television continue, with unions pushing for stricter protections on actors' likenesses and creative work.

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