As AI Enters the Spotlight, SAG-AFTRA Demands Safeguards for Performers

As artificial intelligence (AI) transforms the entertainment industry, SAG-AFTRA, the union representing more than 160,000 performers, has taken the lead in a groundbreaking labor dispute. Studios are increasingly using AI to replicate actors’ voices, faces, and performances, often after just a single scan. Some performers have discovered that their digital counterparts were used without their consent or compensation. This realization raises critical questions about ownership, agreement, and potential exploitation. While AI offers efficiency and cost savings, it also poses a serious threat to the livelihoods and independence of working actors.

During the landmark Hollywood strikes of 2023, when writers and actors protested for fair play and job security, SAG-AFTRA made protection for actors against AI misuse a central focus of its negotiations. Reports emerged that studios had scanned background actors for potential unlimited reuse, often without fully informing them of the long-term consequences. In response, the union advocated for and secured stronger contractual safeguards. These new agreements require clear and informed consent before an actor’s face or voice can be scanned, set strict limits on the use of those scans, and guarantee payment for every use of an AI-generated likeness or performance. Additionally, the agreements provide extra protections for vulnerable workers, such as extras, who are often the first to be displaced by automation.

While some studios and tech companies argue that AI fosters innovation and presents new storytelling avenues, performers caution that without strong regulations, it could lead to widespread exploitation. Union leaders and advocates believe that AI and human talent can work together, but only if workers retain control over how their image, voice, and skills are utilized.

“This isn’t a rejection of technology,” said SAG-AFTRA President Fran Drescher. “It’s a demand for respect and fairness in how that technology is applied to human lives and careers.”

This is important because AI-generated actors are emerging well beyond Hollywood. This technology is expanding across various media, including video games, animated films, advertising, audiobooks, and virtual influencers. Each sector faces similar ethical concerns regarding ownership of digitized performances and the need to protect human creativity and work from being overshadowed by machines. Many view SAG-AFTRA’s efforts as a test case for other creative and labor industries grappling with automation and synthetic media.

As AI technology continues to advance, SAG-AFTRA is expanding its reach beyond Hollywood, collaborating with international unions and policymakers to establish global standards for AI ethics in entertainment. The struggle over digital likenesses involves more than just employment; it also concerns the essence of performance, creativity, and recognition. For many actors, this battle is not solely about pay or screen time but also about preserving their dignity, authorship, and identity in an ever-evolving digital landscape.