The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) strike, which was primarily focused on the use of artificial intelligence (AI) in the entertainment industry, has come to an end after negotiations with Hollywood studios. The union successfully secured performers’ rights related to the use of AI-created likeness without consent.
The issue arose when studios proposed using AI to re-use the likeness of popular or deceased performers without obtaining consent from the actors or their estates. The union was determined to prevent studios from exploiting performers through this loophole. Their stance was clear: performers should have full control over the use of their likeness, even after their death.
The Alliance of Motion Picture and Television Producers (AMPTP) offered a proposition to address these concerns. Under the proposed deal, actors earning more than $32,000 USD per TV episode or $60,000 USD per film, known as Schedule F performers, would have their AI scans secured. However, the studios insisted on unlimited use of deceased actors’ AI profiles.
Variety reported that after intense negotiations, a common understanding was reached between the studios and the union. The thorny issue of AI consent, particularly after an actor’s death, was tackled and resolved. The union emphasized the importance of this agreement for the sustainability of the performance industry.
With both parties finding common ground on the final issues, the SAG-AFTRA strike has now tentatively ended. This resolution not only protects performers’ rights but also establishes guidelines for the ethical use of AI in the entertainment industry.
This victory sets a significant precedent, signaling the ongoing struggle to balance technological advancements with the preservation of performers’ autonomy. The agreement reflects a growing awareness of the potential risks associated with AI and the need for safeguards to protect artists’ rights.
Moving forward, it is crucial to continue exploring ways to navigate the intersection of AI and the entertainment industry responsibly. The union’s stance has showcased the importance of consent and respect for performers, both in life and after death.
Given the fast-paced nature of the entertainment industry, it is essential to adapt regulations and agreements to suit the evolving landscape of technology. The outcome of this strike will likely shape future negotiations surrounding AI and performers’ rights, reinforcing the industry’s commitment to protect its artists.
By addressing the concerns surrounding AI consent and securing performers’ rights, this agreement offers a promising path forward for the entertainment industry. It underscores the significance of maintaining a fair and ethical environment for performers in the digital age.
