In today’s Digest, we cover ByteDance scaling back its AI video app following a Disney warning, the Alliance of Independent Agencies launching a Middle East chapter with 23 founding members, and new data showing backlash to Six Nations in-game ads.

ByteDance scales back AI video app

ByteDance has pledged to tighten controls around its AI video generator, Seedance, after facing legal threats from Disney and growing criticism from other Hollywood studios over alleged copyright violations. The latest iteration of the tool, Seedance 2.0, has seen a surge of hyper-realistic AI-generated clips circulating on social media, some appearing to feature characters from major film franchises. 

Disney last week issued a cease-and-desist letter accusing ByteDance of drawing on a “pirated library” of copyrighted material and likening the alleged misuse of intellectual property including Marvel and Star Wars characters to a “virtual smash-and-grab”. In response, ByteDance said it respects intellectual property rights and acknowledged concerns surrounding the platform. The company added that it is strengthening safeguards to prevent the unauthorised use of copyrighted material and likenesses, although it has not disclosed specific details.

Alliance of Independent Agencies launch Middle East chapter 

The Alliance of Independent Agencies has formally launched its Middle East chapter, opening with 23 founding member agencies drawn from across the region. The initiative aims to strengthen the position of independent agencies by creating a collective platform for collaboration, knowledge-sharing and sustainable growth. 

Founding members will play a central role in shaping the direction of the chapter to ensure it reflects the priorities and challenges of the MENA region’s independent community. Membership is now open, with agencies invited to register their interest.

Data shows backlash to Six Nations in-game ads

In-game advertising during this year’s Six Nations has driven notable uplifts in online engagement, but new data suggests the format has struggled to win over audiences. Research from Quantcast found Samsung recorded a 13% increase in engagement during matches in which its adverts aired, while Virgin Atlantic saw an 18% uplift during scrum-related breaks.

However, social listening data revealed overwhelmingly negative sentiment, with 63% of responses to Samsung’s placements categorised as negative and 80% for Virgin Atlantic, as fans criticised the split-screen format and used terms such as “boycott” and “annoying ads” on social media.