Un cinéaste aurait utilisé l’outil de vidéo par IA Seedance 2.0 de ByteDance pour créer et publier un extrait prétendument réaliste montrant Tom Cruise se battant avec Brad Pitt, qui a ensuite largement circulé en ligne. Des groupes professionnels et des studios ont publiquement allégué que l’outil permet l’utilisation non autorisée de contenus protégés par le droit d’auteur et de l’image d’interprètes, et au moins un studio aurait envoyé une lettre de mise en demeure. ByteDance a déclaré respecter la propriété intellectuelle et vouloir renforcer ses garde-fous.
Gestion pratique des risques d'entreprise et réglementations
An advertising agency used Seedance 2.0 to generate a commercial showing Tom Cruise and Brad Pitt endorsing a product without their consent, triggering high-profile litigation from the actors' legal representatives. The agency faced account bans, legal claims for millions of dollars, and total loss of client trust. Regulatory Impact Alignment: Commercial generation of synthetic video, voice cloning, and deepfake marketing campaigns must comply with the Lanham Act (preventing false advertising and unfair competition) and EU AI Act Article 52. Any synthetic content must contain invisible cryptographic digital watermarks (e.g., C2PA standard) to prove authenticity.
Using AI-generated celebrity likenesses in commercial campaigns without express licenses is a severe violation of the Right of Publicity and trademark laws. Marketing agencies must enforce a strict Right of Publicity Policy, require written license agreements, and run automated scans of marketing creatives. Compliance Audit Standards: For detailed verification audits, this case maps directly under Lanham Act Compliance & EU AI Act Article 52 (Synthetic Content Watermarking). Systems deploying similar AI features must maintain dynamic security logs and hold systematic compliance records.
Professional compliance incident analysis
Seedance 2.0 deepfakes are highly realistic, but they represent a legal minefield. If your agency runs ads featuring synthetic celebrities without their consent, you are begging for a multi-million dollar lawsuit. The Right of Publicity is an absolute legal boundary. You must secure written licenses before you hit publish.
Critical answers regarding AI compliance, auditing, and organizational risks
An ad agency used an AI video generator to create a commercial with highly realistic synthetic likenesses of Tom Cruise and Brad Pitt without authorization, resulting in immediate trademark and right of publicity lawsuits.
It is a legal doctrine protecting individuals from the unauthorized commercial exploitation of their name, image, likeness, voice, or persona in advertising campaigns.
Firms must enforce strict legal reviews, deploy automated facial recognition scanners to catch unlicensed celebrity likenesses, and secure signed release agreements.
A Munich regional court ruled that ChatGPT reportedly reproduced protected German song lyrics and that OpenAI's models were trained on copyrighted texts, including works by musician Herbert Grönemeyer, without authorization. The court reportedly found both memorization of nine songs and lyric output to infringe exploitation rights. OpenAI disputes the ruling and may appeal. Damages were ordered, with implications for AI training on copyrighted works.
Grammarly's Expert Review feature allegedly used a large language model to generate editing suggestions presented under the names of journalists, authors, and academics without their consent. A federal class action filed by Julia Angwin claimed the feature misappropriated identities for commercial gain and attributed advice the named individuals never gave.
Facebook's ad delivery algorithm allegedly disproportionately showed job advertisements to one gender. Despite claims of non-discrimination, the algorithm's actions seem to perpetuate societal biases, which in turn could potentially limit opportunities for certain groups and hinder gender equity in the workplace.