In a recent development, an AI proposal has ignited a conflict within Hollywood, prompting the Screen Actors Guild‐American Federation of Television and Radio Artists (SAG-AFTRA) to go on strike. Duncan Crabtree-Ireland, the chief negotiator for SAG-AFTRA, disclosed the details of the proposal during a press conference on July 13.
The proposal, put forward by Hollywood studios and mentioned in the Alliance of Motion Picture and Television Producers’ (AMPTP) statement, revolves around safeguarding the digital likenesses of SAG-AFTRA members. However, it has generated significant controversy due to its provisions. According to Crabtree-Ireland, the AI proposal suggests that background performers should undergo scanning and receive payment for a single day, while granting their respective companies complete ownership over the scan, image, and likeness.
Under this proposition, the companies would have unrestricted rights to utilize the scanned data indefinitely for any project, without seeking consent or providing compensation to the performers. During the press conference, Crabtree-Ireland expressed skepticism regarding the groundbreaking nature of the proposal and advised reassessing its implications.
As a result of this contentious AI proposal, SAG-AFTRA initiated a strike, effective from July 14 at 12:01 a.m., until a fair agreement is reached with the AMPTP. This labor action marks a historic event, as it is the first time in 63 years that both actors and writers have simultaneously gone on strike.
Prior to this strike, the Writers Guild of America (WGA) had also issued demands to Hollywood studios concerning the use of AI within projects covered by the minimum basic agreement. The demands explicitly stated that AI should not be employed for writing or revising literary content, nor should it serve as source material.
This conflict underscores the ongoing debate surrounding AI’s role in the entertainment industry and the rights of performers. It highlights the need for clear regulations and agreements to govern the use of AI technology, ensuring fair compensation, consent, and protection of artists’ digital likenesses.
Overall, this AI proposal has ignited a significant dispute within Hollywood, leading to a strike by SAG-AFTRA, and bringing attention to the broader implications of AI utilization in the entertainment sector.