As the barriers to video generation large models lower, how is the content industry addressing the efficiency and copyright challenges brought by AIGC?
Video generation large models are drastically lowering the technical barriers at an unprecedented pace, heralding a revolution in the field of content creation. "The volume of AI-generated content on the platform has increased by 91%." At the recent 2025 Douyin Creator Conference, data revealed by Chen Duye, Vice President of Douyin, underscored the explosive growth of AI-generated content. From film commentary and e-commerce livestreaming to educational training, AI video generation technology has permeated every corner of content creation. It is now possible to generate high-quality digital human videos up to one minute long simply by uploading an image and a piece of text, with costs as low as 0.12 RMB per second. The democratization of this technology enables small studios to produce video content comparable to that of professional agencies.
However, alongside efficiency gains, copyright disputes loom large. On September 16, three major film studios—Disney, Universal Pictures, and Warner Bros.—jointly filed a lawsuit in the U.S. Federal Court in California against AI company MiniMax, alleging that its product "Conch AI" infringed copyright. This lawsuit has become a landmark case in the copyright disputes surrounding AI-generated content.
Faced with the dual challenges of efficiency and copyright brought by AI, the content industry is adopting a two-pronged response strategy. On one hand, mainstream platforms are strengthening compliance management. Effective September 1, the "Administrative Measures for the Identification of AI-Generated Synthetic Content" officially came into force, requiring all AI-generated text, images, videos, and other content to be clearly labeled. Platforms including Tencent, Douyin, Kuaishou, Bilibili, and DeepSeek have all introduced detailed rules in accordance with these Measures. Netflix recently released its first "AI Usage Guidelines" for production partners, requiring collaborators to declare the use of AI in content production and undergo strict legal and ethical reviews for content involving portrait rights, scripts, or final products. This forward-looking governance framework provides a reference for the industry.
On the other hand, technological innovation is also contributing to copyright protection. Alibaba Cloud's Bailian platform, through workflow encapsulation and modular component calls, has achieved end-to-end controllability and traceability in the digital human video generation process. This technical architecture not only enhances efficiency but also provides a foundation for copyright verification.
The development of industry self-regulatory organizations is also being actively promoted. Regulatory authorities are conducting regular specialized campaigns to crack down on platforms with numerous infringement cases or chaotic copyright management, seriously investigating and punishing violations, thereby encouraging all parties to consciously comply with copyright regulations.
In an era where AI leads to an immense abundance of digital content, assets that cannot be easily replicated or generated are becoming increasingly valuable. A Morgan Stanley report suggests that the value of live "experiential" assets and global "sports" assets is becoming more prominent as a result. This trend benefits companies possessing unique experiential assets, such as Disney, which owns theme parks and resorts, and Live Nation, the world's largest live music entertainment company. Regulatory authorities should also intensify supervision and law enforcement, actively promote the establishment and development of industry self-regulatory organizations, and guide the short video industry in establishing sound self-management and self-regulatory industry norms and standards.
