SAG-AFTRA Strikes Over Controversial AI Proposal

As AI makes its way into Hollywood, a contentious proposal has emerged, sparking a heated debate within the industry.

SAG-AFTRA Strikes Over Controversial AI Proposal

Duncan Crabtree-Ireland, the chief negotiator for the Screen Actors Guild‐American Federation of Television and Radio Artists (SAG-AFTRA), disclosed a proposal from Hollywood studios that has now become a focal point of contention.

In a press conference held on July 13, Hollywood actors announced their decision to go on strike as a response to the controversial AI proposal. This proposal had already been mentioned by the Alliance of Motion Picture and Television Producers (AMPTP) in a previous statement, touting it as a “groundbreaking AI proposal” aimed at safeguarding the digital likenesses of SAG-AFTRA members.

However, when questioned about the specifics of the proposal, Crabtree-Ireland shed light on its controversial elements. The AI proposal, as presented, outlines that background performers would undergo scanning, receiving payment for only a single day of work, while granting companies complete ownership over the scan, image, and likeness.

This means that the companies would have unrestricted rights to utilize the scanned likeness indefinitely for any project without obtaining consent or providing any further compensation to the performers. Crabtree-Ireland expressed skepticism about labeling this proposal as groundbreaking and urged a reconsideration of such an approach.

As the strike continues and the debate over the role of AI in Hollywood persists, the future implications for performers and their digital likenesses remain at the forefront of the industry’s ongoing discussion.