SAG-AFTRA Condemns ByteDance After Seedance AI Generates Videos Using Tom Cruise and Brad Pitt Likenesses
SAG-AFTRA condemned ByteDance's AI video model Seedance 2.0 after it generated videos using the voices and likenesses of Tom Cruise and Brad Pitt without authorization. The union called the output blatant infringement that directly undercuts a human performer's ability to earn a livelihood. ByteDance has not responded publicly. The incident is the most prominent case of AI likeness infringement since the 2023 strikes, and the union is using it as a negotiating data point in the current AMPTP talks.
Why it matters
This is exactly the case to cite when a brand asks why your client's contract includes a likeness protection clause. If a model trained on publicly available content can generate near-identical video of a globally recognized actor, the same risk exists for any creator with enough footage online. The practical implication for deals today: any contract that does not explicitly prohibit the brand from using AI tools to generate content in the creator's likeness, voice, or style is an open door. That clause needs to be standard language in every new deal, not an add-on you negotiate only when a client objects.
Get the full briefing weekly
Read by talent managers, agents, and brand partnership professionals every Friday.