ByteDance has announced it is strengthening safeguards on its AI video generation tool, Seedance 2.0, following widespread concern over the unauthorized use of celebrities' likenesses and copyrighted intellectual property. The move comes after a viral AI-generated video depicting a fictional rooftop fight between Tom Cruise and Brad Pitt stunned internet users last week, showcasing the tool’s ability to produce hyperrealistic, multi-shot video sequences. The video, created using Seedance 2.0, quickly spread across social media platforms, drawing attention not only for its technical quality but also for raising serious ethical and legal questions. The tool, launched by ByteDance in early February, has also been used to generate AI videos featuring Marvel’s Wolverine battling Thanos and a lightsaber duel between Star Wars characters Anakin Skywalker and Rey—both franchises owned by Disney. In response, Disney sent a cease-and-desist letter to ByteDance, accusing the company of “hijacking Disney’s characters” by reproducing, distributing, and creating derivative works featuring its iconic figures without authorization. The letter emphasized that these actions violate U.S. copyright law and threaten the livelihoods of creators and entertainment workers. A ByteDance spokesperson told Business Insider that the company “respects intellectual property rights” and has heard the concerns about Seedance 2.0. “We are taking steps to strengthen current safeguards as we work to prevent the unauthorized use of intellectual property and likeness by users,” the spokesperson said, citing comments first reported by the BBC. However, the company did not disclose specific details about the new measures it plans to implement. The controversy highlights growing tensions between AI developers and the entertainment industry. Charles Rivkin, chairman and CEO of the Motion Picture Association, criticized Seedance 2.0 for operating “without meaningful safeguards against infringement,” calling it a violation of established copyright protections that support millions of American jobs. While Disney has raised objections, it has also entered into a three-year licensing agreement with OpenAI, allowing users of the company’s Sora video-generation tool to access 200 Disney characters. This contrast underscores the complex landscape of AI content creation, where innovation and legal risk often collide. As AI tools like Seedance 2.0 become more powerful and accessible, the pressure on tech companies to implement robust content controls is mounting. ByteDance’s pledge to improve safeguards marks a pivotal moment in the ongoing debate over AI, creativity, and intellectual property rights.