ByteDance, Motion Picture Association strike deal on AI IP protection

ByteDance and the Motion Picture Association (MPA), a trade group representing US film studios and streaming services, have reached a memorandum of understanding (MOU) on a global framework to strengthen intellectual property (IP) protections for generative artificial intelligence (AI) video and image models, the two organizations said on Monday.

The agreement aims to maintain robust safeguards for ByteDance's AI-powered video and image generation models, including Seedance and Seedream, which are offered through platforms and services such as TikTok, the TikTok USDS Joint Venture, CapCut and Dreamina.

The MOU marks a new phase of cooperation between the two sides following months of discussions over copyright protection and the use of creative content in generative AI.

The MPA sent a cease-and-desist letter to ByteDance in February concerning Seedream 5.0 Lite and Seedance 2.0. The two sides subsequently began discussions on strengthening safeguards. According to the MPA, the launches of Seedream 5.0 Pro and Seedance 2.5 have since demonstrated further progress in ByteDance's IP protection measures.

"Today's agreement illustrates our belief that copyright is a cornerstone of the film and television industry – and reinforces our commitment to protect creative content," MPA Chairman and CEO Charles Rivkin said.

Rivkin said the two sides had engaged in constructive discussions in recent months to implement meaningful safeguards for Seedance and Seedream, adding that the MOU reflects their shared commitment to further strengthen such measures.

"ByteDance respects the intellectual property rights that underpin creative industries around the world, and we believe responsible innovation in AI goes hand in hand with meaningful protections for rights-holders," said John Rogovin, general counsel of ByteDance.

Rogovin said the company appreciates its productive engagement with the MPA and its members and will continue to strengthen safeguards across its generative AI services.

The MOU provides a framework for continued cooperation between the two sides as generative AI technology develops, with a focus on protecting creative content across markets worldwide.

(With input from agencies)