The recent dispute between the AMPTP (Alliance of Motion Picture and Television Producers) and SAG-AFTRA (Screen Actors Guild-American Federation of Television and Radio Artists) has brought to light the issue of AI (artificial intelligence) and its impact on the rights of actors. The AMPTP’s most recent proposed contract included provisions regarding the use of actors’ likenesses, particularly in relation to AI technology. According to The Hollywood Reporter, SAG-AFTRA walked away from the negotiations due to the AMPTP’s insistence on new rules that could leave actors vulnerable.
The proposed contract would allow studios to secure digitally scanned likenesses of Schedule F performers, who are guild members earning above a certain threshold. This raised concerns about consent and compensation, particularly in cases where actors have passed away and their estates are involved. SAG-AFTRA expressed the need for changes that would require studios to obtain consent from actors and compensate them each time their likenesses are used.
The issue of AI and the use of actors’ likenesses has been a focal point in the ongoing strike. Background actors have also been impacted by the practice of scanning faces for post-production purposes. It has become apparent that performers at all levels, including background actors, are concerned about how AI technology is being used to manipulate their images.
The dispute has also highlighted broader concerns about the treatment of actors in the industry. There is a growing sentiment among performers that their best interests are not being prioritized, especially when it comes to how their images and likenesses are used for commercial purposes. Recent instances, such as the use of AI to recreate deceased actors or alter the appearances of living ones for marketing campaigns, have raised ethical and legal questions.
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While the negotiations between the AMPTP and SAG-AFTRA have stalled over the AI-related provisions, the broader implications of this issue extend beyond the specific contractual disagreement. It reflects a larger power struggle between actors and the industry, as well as the ethical considerations surrounding AI and the use of personal images.
The use of AI in entertainment and advertising is a rapidly evolving area, and the rights and protections of performers must evolve alongside it. The implications of AI technology in the entertainment industry are not limited to contractual agreements; they raise fundamental questions about consent, compensation, and creative control for artists.
In response to the dispute, SAG-AFTRA has taken a firm stance on the issue of AI. The guild’s refusal to accept the proposed contract demonstrates a commitment to protecting the rights of its members, particularly in the face of emerging technologies that have the potential to impact their careers and livelihoods.
As the negotiations continue, it is clear that the issue of AI and the use of actors’ likenesses will remain a point of contention. The outcome of these discussions will not only shape the contractual agreements between the AMPTP and SAG-AFTRA but also set a precedent for how the industry approaches the ethical and legal considerations related to AI and the rights of performers.
Ultimately, the ongoing dispute serves as a reminder of the broader challenges facing actors in an industry that is constantly evolving technologically. It underscores the need for clear guidelines and protections to ensure that actors’ rights are upheld and that they have a voice in how their images and likenesses are used in an increasingly digital and AI-driven world.
