SAG-AFTRA is likely to push for AI performers to be as costly as human actors in upcoming negotiations, aiming to prevent studios from using AI as a cheaper alternative. The union seeks to impose financial penalties and restrictions on AI use, including training AI with members' performances, to protect actors' interests amid increasing AI integration in entertainment.
Gersh Agency has stated it will not sign AI actress Tilly Norwood, despite her gaining attention and potential representation, amid industry concerns about the rise of synthetic performers and their impact on human actors.
Hollywood's historic AI deal, which allows for the creation of digital replicas and synthetic performers, is facing criticism from some in the industry who argue that it could lead to job losses for performers and crew. Concerns include the potential for big-name stars and their AI-generated clones to dominate multiple projects, pushing out emerging actors. The agreement also raises questions about the use of AI to draft scripts without permission and the protection of actors' likeness rights. Critics worry about the vague language in the deal and the potential for studios to bypass consent using First Amendment protections. The agreement highlights the need for ongoing discussions about worker protection and the balance of power between labor and capital in the entertainment industry.
Safeguards against artificial intelligence (AI) were a crucial aspect of the recently settled actors strike, according to SAG-AFTRA union leadership. The battle for actor protection from generative AI and the use of synthetic performers was fought until the final hours of negotiations. The three-year contract agreement between SAG-AFTRA and the Alliance of Motion Picture and Television Producers (AMPTP) includes AI protections and pay gains for actors, particularly in streaming series. SAG-AFTRA President Fran Drescher emphasized the significance of AI protections, stating that they were a "deal breaker" in the negotiations. The agreement now awaits final ratification from the union's general membership.
