Fostering Responsible Innovation
Harnessing AI to Enhance Human Creativity
“Now, we’ve entered the era of AI. None of us should ignore its potential dangers. Nor should we dismiss its possibilities. We should view it as we do its predecessors: as a tool that can enhance human creativity, not replace it. We should focus on how to develop and use AI responsibly.”
– Charles Rivkin at CinemaCon 2026
Filmmakers have always tapped into revolutionary technologies to tell compelling stories to audiences worldwide – from the invention of the movie camera to the adoption of sound and color to the dazzling visual and special effects in today’s movies. Artificial intelligence is the latest innovation – and just like its predecessors, it can and should open new pathways to enhance human creativity, not replace it.
The Motion Picture Association supports efforts to ensure that AI is deployed responsibly to strengthen human storytelling, improve the audience experience, and enable artists to share their ideas across the globe.
Actors, writers, directors, casts, and crews must always remain the beating heart of the creative process. AI can enable and empower these creators to explore novel formats, genres, and experiences that captivate audiences.
Charles Rivkin, Chairman and CEO, Motion Picture Association, on AI in the Film Industry:
Protecting Copyright
Copyright is enshrined in the U.S. Constitution, and it has served as the engine of free expression since our nation’s founding. Copyright protects works that reflect and advance our culture, values, history and more.
Copyright can and must continue to serve that vital role in the age of AI – just as it has through previous technological revolutions.
The core copyright industries contribute over $2 trillion to U.S. GDP and employ 11.6 million American workers. Policies that undermine the value of copyright and deprive creators of the ability to make a living would have devastating impacts and should be rejected.
“There are some who say we should sweep away copyright – to keep pace with America’s rivals and gain ground in the geopolitical arena. But that is a false choice. At our best, what sets our industry, and our country, apart is our fidelity to the rule of law, matched by our openness to change. We can and must do both.”
– Charles Rivkin at CinemaCon 2026
In The News
The MPA will never waver in protecting our foundational rights, and AI will not alter that stance. When anyone infringes on our members’ copyrights, we stand ready to take them on.
- Seedance 2.0: When Bytedance rolled out its new service featuring AI-generated videos featuring copyrighted characters from popular movies, the MPA immediately took action.
- On Feb. 12, 202 — the day Seedance 2.0 first launched — the MPA issued a statement calling on ByteDance to cease its infringing activity which utilized U.S. copyright works without meaningful safeguards.
- On Feb. 20, 2026, the MPA sent a cease and desist letter to ByteDance demanding that it stop infringing MPA member studios’ valuable IP and that it implement safeguards to prevent the generation of infringing outputs. Since then, ByteDance has taken MPA feedback and implemented new guardrails and the MPA continues to monitor for instances of copyright infringement.
- Sora 2: On Oct. 6, 2025, the MPA issued a statement criticizing OpenAI for releasing Sora 2 without adequate guardrails to prevent infringement, saying that videos that infringe our members’ films, shows, and characters have proliferated on OpenAI’s service and across social media. Note: Sora has since been shut down by OpenAI.
- Midjourney: In two separate instances, the MPA has publicly commented on litigation against Midjourney.
- First on June 11, 2025, when Disney and Universal filed a lawsuit against the company.
- And again, on September 5, 2025, when Warner Bros. Discovery filed its lawsuit against Midjourney.
