MPA and ByteDance Strike IP Protection Deal for AI Video Tools

The Motion Picture Association has secured an intellectual property protection agreement with ByteDance, addressing concerns that emerged after AI-generated deepfakes of major Hollywood stars went viral earlier this year.

The memorandum of understanding, announced Monday, establishes what the MPA calls "strong guardrails" across ByteDance's AI video generation tools and consumer platforms. The deal covers Seedance, the company's flagship AI video model, along with Seedream 5.0 Lite, TikTok, CapCut, and Dreamina.

The catalyst

The agreement follows a viral incident from February 2026, when a fully AI-generated video showing Tom Cruise fighting Brad Pitt spread rapidly online. The clip was created using Seedance, highlighting the technology's capability to produce convincing unauthorized content featuring real actors and their likenesses.

That episode mirrors challenges OpenAI faced with Sora, its own video generation model. After Sora launched with numerous unauthorized videos featuring recognizable characters and public figures, OpenAI ultimately discontinued the product earlier in 2026 following pressure to address intellectual property violations.

Unlike OpenAI, ByteDance is maintaining its investment in Seedance, which has emerged as one of the leading AI video models alongside offerings from Google and other major tech companies.

Why it matters

This agreement represents a shift toward proactive collaboration between Hollywood studios and AI developers before products reach mass market. Rather than waiting for legal battles or regulatory intervention, the MPA engaged ByteDance during a months-long negotiation to build protections directly into the technology. The framework could serve as a template for similar arrangements as generative AI video tools proliferate, potentially avoiding the fate of discontinued products like Sora while preserving both innovation and creator rights.

Industry response

MPA Chairman and CEO Charles Rivkin emphasized copyright as fundamental to the entertainment industry. "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," Rivkin said in a statement.

ByteDance General Counsel John Rogovin positioned the deal as part of responsible AI development. "We believe responsible innovation in AI goes hand in hand with meaningful protections for rightsholders," Rogovin stated, noting the MOU creates a framework for ongoing collaboration as the technology continues to evolve.

The agreement reflects several months of what both parties described as constructive engagement to implement safeguards. The MOU establishes a structure for continued cooperation across ByteDance's various products and platforms as AI video generation capabilities advance.

Details were first reported by The Hollywood Reporter.