MPA Says It Reached an Agreement With ByteDance on Restricting Studio IP Use in Deepfake Video and Images

The Motion Picture Association said it has reached an agreement with TikTok owner ByteDance covering restrictions on the use of studio intellectual property in AI-generated video and images, including deepfakes. The trade group described the deal as a restriction framework, saying it is intended to address how licensed film and TV content is referenced or replicated through synthetic media tools.

Deadline reported that the MPA said the arrangement follows enforcement actions it initiated earlier in the year. In February, the association sent ByteDance a cease and desist letter over ByteDance’s use of studio intellectual property in AI video and image outputs, according to the MPA’s account.

MPA did not publicly outline in the Deadline report the specific technical or policy terms of the agreement, nor did it provide detailed timelines for implementation. The reported focus was on establishing restrictions on IP use in AI-generated deepfake-style media that could resemble, draw from, or reuse studio material.

The dispute reflects broader efforts by major rights holders to set boundaries for AI systems that can generate realistic synthetic media. For studios, the practical concern is that unauthorized reuse of film and television content in AI outputs can undermine licensing structures and complicate enforcement, particularly when synthetic media can be created and shared quickly.

TikTok, owned by ByteDance, is among the platforms where AI-generated video and image content can spread. The MPA’s stated aim, as reported, is to work with platform owners to prevent uses of studio IP that the trade group believes should be restricted, especially when the outputs are designed to mimic protected creative works.

The agreement also comes at a time when trade organizations and technology companies have faced increasing pressure to define responsibilities around AI-generated content and rights management. While the MPA characterized the steps as an agreement with ByteDance, the reported coverage does not indicate whether it involves a binding legal settlement or is limited to a policy framework between the parties.

For creators, studios, and audiences, the immediate impact will depend on how the restrictions are operationalized on platform systems and how content moderation and enforcement are handled. The MPA’s next steps, as implied by the enforcement-to-agreement sequence described by Deadline, are likely to be centered on monitoring compliance with the agreed-upon limitations.