Hollywood’s potential misuse of artificial intelligence (AI) has become a major concern for SAG-AFTRA (Screen Actors Guild-American Federation of Television and Radio Artists). In the guild’s latest strike podcast, SAG-AFTRA President Fran Drescher referred to AI as a “deadly cocktail” and a “poison” that needs strict regulation.
While AI has been used in the entertainment industry for years, the emergence of Generative Artificial Intelligence (GAI) has raised new concerns. GAI has the ability to write scripts and digitally duplicate the images of actors, stunt performers, and background players. This has become a strike issue for both SAG-AFTRA and the Writers Guild.
Drescher highlighted that many of her members have been victims of “deep fakes,” where their faces and voices have been manipulated using AI to appear on someone else’s body, often in pornographic content. She emphasized the need for regulations to protect artists’ likeness, gestures, and voices.
SAG-AFTRA’s national executive director, Duncan Crabtree-Ireland, explained that the use of AI poses a threat to members’ careers. The guild has proposed common-sense protections, including informed consent and fair compensation for the use of digital replicas of actors.
Drescher criticized Hollywood studio CEOs as “megalomaniacs” who are out of touch with the needs of actors. She called for a more employee-friendly industry and expressed her hope that the ongoing strike will lead to a positive change in the culture of the entertainment industry.
One of the guild’s main goals is to secure a bigger share of the streaming revenue pie. This includes sharing in revenue when performances are exhibited on streaming platforms and implementing a subscription-based residuals formula for streaming shows.
Overall, SAG-AFTRA is determined to protect its members from the potential misuse of AI and ensure their fair compensation and consent in the digital age of entertainment.