Seedance 2 AI Seriously Spooks Hollywood, Draws Condemnation

Another step change in AI video capabilities has set off another wave of panic over AI video generation. 

BBC football / soccer commentator Kenneth Wolstenholme's famous line "They think it's all over...it is now," seems at first glance an appropriate response to Oscar-nominated Irish filmmaker Ruairi Robinson's tweet below.

It shows a 15-second clip of Tom cruise and Brad Pitt going at it hammer and tongs on a rooftop and, according to Robinson, was generated using a two-line prompt in Bytedance's latest AI video generator, Seedance 2.

That we may all, frankly, be fucked is a constant theme when it comes to AI, and Robinson's tweet was picked up by Deadpool & Wolverine screenwriter Rhett Reese and from there by The Hollywood Reporter and others. 

“I hate to say it,” Reese said. “It’s likely over for us.”

Hollywood Response

If so, Hollywood is not going down without a fight. The Motion Picture Association released a statement saying: “In a single day, the Chinese AI service Seedance 2.0 has engaged in unauthorized use of U.S. 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.”

And, in a rare moment of cross-industry unity, SAG-AFTRA released the following: "SAG-AFTRA stands with the studios in condemning the blatant infringement enabled by Bytedance’s new AI video model 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. Seedance 2.0 disregards law, ethics, industry standards and basic principles of consent. Responsible AI development demands responsibility, and that is nonexistent here."

A Perilous Roadmap

Of course, we've been here before very recently. Sora 2 was meant to be the death of Hollywood, but that didn't happen (and more on that next week).

But AI video is definitely getting better. As Reese says in his lengthening Twitter thread about the whole subject, "Hollywood has long been a gatekeeper that keeps young/poor people away from creative levers. When a young person with no capital sets out to impress Hollywood, they will use tools like these. And young Chris Nolans will be among them. And amazing stuff will result."

And when it does are we going to applaud it or decry it? Celebrate the democratization of filmmaking or mourn the death of an industry and the many many jobs that went with it? Sora 2 didn't kill Hollywood. Seedance 2 probably won't either. But somewhere out there is a potential extinction level event coming and we'd best work out what to do about it before it appears on the radar.

That barely noticeable 'AI Generated' notice in the bottom right hand corner of the video might end up being extremely cold comfort if the audience just doesn't care.