The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) has recently made headlines as it announced a tentative agreement with the Alliance of Motion Picture and Television Producers (AMPTP) that will end the longest labor strike in the guild’s history, if ratified. In a recent members-only webinar, the SAG-AFTRA leadership discussed the contract and its implications for the union and its members.
One of the most contentious components of the strike was the role of artificial intelligence. Over the weekend, SAG-AFTRA released details of the agreed AI terms, which included an expansive set of protections requiring consent and compensation for all actors, regardless of status. This is a significant move by SAG-AFTRA, as it goes further than the agreements reached by the Directors Guild of America (DGA) and the Writers Guild of America (WGA) with the AMPTP. The protection of actors from the increasing advancements in machine learning and other computer-generated technologies is becoming increasingly important, as these technologies present an existential threat to the livelihood of many actors.
In addition to the protections for machine learning, the SAG-AFTRA deal also demands safeguards against any instance where machine-learning tools are used to manipulate or exploit an actor’s work. Similar demands were also made by DGA and WGA, and all three unions have described their AI agreements as “historic” and “protective.” It is important to note that these agreements serve as guideposts for addressing the rising influence of AI in the entertainment industry and beyond. AI does not only pose a threat to writers and actors, but it has far-reaching implications for workers across all fields, creative or otherwise.
The negotiations between SAG-AFTRA and AMPTP have been closely followed by other industries looking to Hollywood’s labor struggles as a blueprint for addressing AI in their own disputes. The terms of these agreements have been scrutinized and questioned by many, with some pushing for more stringent protections. However, it is crucial to recognize that there may be limitations to what can be achieved in the current round of negotiations and to focus on meaningful, achievable goals.
To gain a better understanding of AI and its perceived threat, SAG-AFTRA has engaged with leading engineers, tech experts in machine learning, as well as legal scholars in Big Tech and copyright law. Through these engagements, it has become clear that the gravest threats posed by AI are not limited to the privileged but affect low- and working-class laborers and marginalized and minority groups due to the inherent biases within the technology. Furthermore, it has been noted that the studios themselves are threatened by the unregulated power of Big Tech, emphasizing the need for comprehensive protections for the creative workforce.
In the ever-evolving landscape of technology and entertainment, it is essential for unions and industry stakeholders to remain vigilant and proactive in negotiating agreements that safeguard the interests of workers and creatives. The developments in AI and machine learning must be met with robust protections to ensure fair compensation, ethical practices, and inclusive representation in the creative industries. As SAG-AFTRA continues to navigate the implications of the newly agreed-upon contract, it sets an example for other unions and organizations to address the challenges posed by AI in the workforce and to advocate for meaningful and impactful protections for all workers.