Equity Union Considers Industrial Action Over AI Protections
Members of the actors’ trade union Equity are being surveyed about the potential for industrial action regarding protections against artificial intelligence practices. This unprecedented move affects approximately 7,000 members involved in film and television.
The decision comes amid growing concerns over the unauthorized use of performers’ likenesses and work, highlighting the ongoing struggle for artists’ rights in light of technological advancements.
Key Developments
- Equity launches an indicative ballot to gauge support for refusing digital scans on set.
- This is the first time the entire section of Equity’s membership is invited to vote on such an issue.
- The ballot is scheduled to run for two weeks, beginning Thursday.
- Union leaders emphasize the necessity of AI protections and the right of performers to control their identities.
- Equity General Secretary Paul W Fleming asserts that action must be taken to protect artists’ autonomy.
Full Report
Ballot Details
The ballot launched by Equity asks members if they would support refusing digital scans of themselves on film sets to advocate for adequate AI protections. This move reflects a significant escalation in the union’s stance towards the evolving landscape of artificial intelligence in the performing arts.
Union Leadership’s Statement
Paul W Fleming, Equity’s general secretary, expressed the necessity for unions to lead the charge against potential misuse of AI by tech companies. He highlighted the importance of providing performers with control over their likenesses and the ethical implications of AI technology’s integration into creative industries.
Fleming criticized the lack of decisive action from tech companies and government entities regarding artists’ rights. He stated that performers should not be compelled to consent to digital scanning unless they receive assurances regarding their work’s protection.
Members’ Response
The ballot aims to provide members an opportunity to communicate their stance and pressure industry leaders. Fleming emphasized that the union has been left with no choice but to recommend industrial action if adequate protections are not established by industry bosses.
Context & Previous Events
This announcement follows the Hollywood strikes in 2023, where members of SAG-AFTRA, Equity’s American counterpart, participated in strikes primarily focused on issues surrounding AI regulations. Additionally, video game actors in the U.S. concluded nearly a year of industrial action in early 2025, underscoring the growing urgency surrounding AI in creative fields.
