AI Protections for Performers Take Center Stage as Union Negotiations Advance
In a significant move for the entertainment industry, negotiations are progressing towards establishing protections for performers regarding artificial intelligence (AI). This development follows a strong mandate from Equity members, who voted overwhelmingly to refuse digital scanning on set, raising concerns about the unauthorized use of their likenesses, voices, and performances.
Why It Matters
The push for AI protections stems from growing apprehensions among actors about the potential misuse of their identities through generative AI technology. As AI continues to evolve, ensuring that performers retain autonomy over their likenesses is becoming increasingly vital for preserving artistic integrity and safeguarding their rights within a rapidly changing industry landscape.
Key Developments
- Equity members showed overwhelming support against digital scanning, with over 99% voting to refuse this practice during a recent ballot.
- The Producers Alliance for Cinema and Television (PACT) has proposed new wording aimed at improving AI protections for performers.
- Equity and PACT are entering a new phase of negotiations focused on AI, royalties, pay, and contract conditions.
- Equity’s general secretary emphasized that member support was crucial in securing a better offer from PACT.
Full Report
Union Response
Following the recent vote indicating a strong refusal of digital scanning practices, Equity’s general secretary, Paul W Fleming, expressed the association’s commitment to securing necessary protections for performers. Fleming stated that the overwhelming support from union members has made an impact on producers, compelling them to reevaluate their proposals concerning AI protections.
“The result of last month’s ballot highlighted a focused resolve among performers," he affirmed. "Their determination has driven this improved offer, though there is still much to achieve.”
Ongoing Negotiations
PACT met its recent deadline, presenting an updated proposal that includes new terms related to AI protections. While improvements have been acknowledged, Fleming indicated that the negotiation process is ongoing and critical to achieving satisfactory outcomes.
He mentioned that discussions would also address royalties, residual payments, self-taping procedures, and the establishment of fairer contracts for performers. However, he cautioned that should the current proposal fall short, Equity is willing to escalate to a statutory ballot, potentially leading to industrial actions.
Enforcement of AI Protections
With AI technology rapidly permeating various facets of the entertainment industry, the union is advocating for clear standards that ensure performers’ rights. Fleming has previously articulated the necessity for performers to maintain control over their identity, describing it as a fundamental right that needs safeguarding in this new technological era.
Context & Previous Events
Last month, Equity conducted an indicative ballot involving over 7,000 performers, which underscored the industry’s growing concerns regarding digital scanning. The negotiations between Equity and PACT are pivotal, impacting the terms of employment for a wide array of performers, including actors, stunt artists, singers, and dancers. As the dialogue continues, the outcome may set a precedent for industry standards in the realm of AI and performer rights.
