Bytedance’s TikTok took over social media. Now, its AI is taking over Hollywood - Los Angeles Times

In early 2024, a 15-second AI-generated video featuring Brad Pitt and Tom Cruise in a rooftop fight circulated widely, causing significant backlash within the entertainment industry. The clip, which depicted the two stars in a cinematic confrontation, prompted the Motion Picture Association to demand that the tool's developer, Chinese tech giant ByteDance, cease what they described as infringing activity.

What happened

The viral clip was produced using Seedance, an AI video generation model developed by ByteDance. Despite the controversy surrounding the initial video, ByteDance has continued to promote the technology to filmmakers, independent artists, and executives in the United States. Seedance was officially launched in the U.S. during a spring event in Santa Monica.

Industry experts note that Seedance has gained traction due to its high-quality output and competitive pricing, which is significantly lower than U.S.-based alternatives like Google's Veo. The tool features advanced capabilities such as timeline-based prompting and an improved understanding of camera direction, lighting, and physics, which have attracted filmmakers looking to create hybrid AI productions. While some studios maintain a cautious, unofficial stance on using the software, many creators are utilizing it for projects ranging from fantasy series to horror films.

Despite its popularity, the model faces skepticism from some industry leaders who cite geopolitical and intellectual property risks associated with utilizing Chinese-developed AI for major commercial projects. Meanwhile, the performers union SAG-AFTRA has expressed concerns regarding the rise of synthetic actors, setting the stage for ongoing tension between emerging AI capabilities and traditional Hollywood standards.