Striking Actors Warn That Rejected 'AI Proposal' Could Allow Studios to Exploit Their Likeness Without Fair Compensation

On Thursday, leaders of the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) announced a strike after negotiations with Hollywood studios collapsed. The Alliance of Motion Picture and Television Producers (AMPTP) revealed that a rejected deal included a "groundbreaking AI proposal" intended to "protect performers' digital likenesses." This proposal purportedly required performers' consent for the creation and use of digital replicas and alterations of performances.

However, SAG-AFTRA National Executive Director Duncan Crabtree-Ireland voiced strong objections during a press conference, labeling the proposal as a means for studios to gain perpetual rights to an actor's likeness. "In that so-called 'groundbreaking AI proposal,' they suggest that background performers could be scanned, paid for one day's work, and the studio would own that scan—using their image in any project indefinitely, without consent or further compensation," Crabtree-Ireland stated. "If you see that as groundbreaking, I urge you to reconsider."

While the AI proposal was not the sole reason for the strike vote, it exemplifies the broader industry issues SAG-AFTRA aims to address. The entertainment landscape has evolved rapidly, with studios employing technology to de-age, resurrect, and sometimes replace actors entirely. The handling of performers' likeness rights is likely to become a pivotal issue moving forward.

"Actors deserve a contract that reflects the significant changes in the industry," Crabtree-Ireland emphasized during the strike announcement. "The current model undervalues our members and jeopardizes their financial stability."

This strike is historic, as SAG-AFTRA members join the Writers Guild of America in solidarity. It marks the first time since the 1960s that both groups have held simultaneous strikes, underscoring the urgent need for reform within the industry.