SAG-AFTRA, the union representing Hollywood performers, has taken a firm stand against the studios’ “last, best and final” offer to end the ongoing strike. The union has rejected clauses in the offer that would allow studios to re-use AI-created likenesses of high-demand and deceased performers without their consent. Instead, SAG-AFTRA plans to make a counter-offer that removes the AI-related language, ensuring that performers’ rights are protected.
According to reports, The Alliance of Motion Picture and Television Producers (AMPTP) proposed to “secure AI scans” for Schedule F performers, who are union members earning more than $32,000 per TV episode or $60,000 per film. The studios’ proposed deal would require them to pay once to scan the likenesses of Schedule F performers without paying for their use or re-use, effectively giving them eternal rights to their likenesses after paying once upfront.
However, the most contentious aspect of the proposal pertains to the use of AI-created likenesses of deceased performers. The language in the AMPTP’s offer suggests that studios and streamers would secure the right to use scans of deceased performers without the consent of their estate or SAG-AFTRA. This has raised serious concerns within the union, which is pushing for a consent requirement and compensation for each time a studio or streamer re-uses performers’ AI scans.
A source within SAG-AFTRA emphasized the importance of attaching a consent requirement and compensation for the use of performers’ AI scans, stating, “We think it’s not just reasonable but is absolutely vital to the sustainability of the performance industry.” The union is pushing back against the proposal, which they believe favors studios by requiring consent when a performer is alive but not when they are deceased.
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In response to the negotiations, SAG-AFTRA updated union members, assuring them that they will not agree to a subpar contract. The union expressed determination to secure the right deal and bring an end to the strike responsibly, highlighting essential items on which they still do not have an agreement, including AI. SAG-AFTRA pledged to keep its members informed as events unfold.
The standoff between SAG-AFTRA and the studios underscores the complex issues surrounding the use of AI-created likenesses in the entertainment industry. While AI technology has opened up new possibilities for creating and replicating performances, it has also raised ethical and legal questions about the rights and compensation of performers.
The union’s insistence on protecting performers’ rights reflects a broader debate within the industry about the implications of AI on the future of entertainment. As AI continues to advance, the industry must grapple with how to ensure that performers are fairly compensated and that their likenesses are not exploited without their consent.
The outcome of the negotiations between SAG-AFTRA and the studios will have implications for the entire entertainment industry, shaping the way AI-generated likenesses are used and the rights of performers in the digital age. As the union continues to advocate for fair treatment of performers, the negotiations serve as a pivotal moment in determining the future of AI in entertainment and the rights of those who bring performances to life.
