Artificial Intelligence (AI) has long been a staple in Hollywood, employed in the creation of stunning computer-generated imagery (CGI). However, the emergence of Generative Artificial Intelligence (GAI), which has the ability to generate scripts and digitally replicate the appearances of actors and stunt performers, has raised concerns within the industry. SAG-AFTRA President Fran Drescher believes that the potential misuse of AI by Hollywood is a “deadly cocktail” that must be strictly regulated.
Not only is the misuse of GAI a strike issue for SAG-AFTRA and the Writers Guild, but many of the guild’s members have also fallen victim to “deep fakes.” These deep fakes involve the unauthorized use of the actors’ faces and voices, often in pornographic contexts. Drescher highlights the dangerous combination of Wall Street, greed, technology, and a lack of empathy among those responsible for AI’s development and implementation. She insists that this poisonous cocktail must be contained through rigorous regulation and safeguards.
Compensation and Consent: Non-Negotiable Principles
Drescher emphasizes the importance of compensating and obtaining consent from artists when using GAI. The foundation of the industry is built on the sale of actors’ likenesses, gestures, acting, and voices. Without proper compensation and consent, this core identity is at risk. Drescher asserts that there is no room for negotiation when it comes to these principles. In a world that increasingly mirrors dystopian series, where people’s lives are replicated without their consent, protecting livelihoods and the integrity of the industry is crucial.
Industry Dehumanization and Corporate Greed
Drescher passionately argues that the misuse of AI is not only a threat to actors’ livelihoods but also a dehumanization of the entire industry. She criticizes the executives of major studios as megalomaniacs who lack empathy and fail to understand the needs of actors. Drescher calls for change and states that a more employee-friendly culture is necessary. She expresses hope that this strike will serve as a catalyst for repositioning SAG-AFTRA as the central force shaping the industry’s treatment of artists.
Guardrails for AI: A Reasonable Proposal
Duncan Crabtree-Ireland, the guild’s national executive director, echoes Drescher’s concerns. He asserts that the careers of SAG-AFTRA members are genuinely endangered by the unrestrained use of AI. The guild proposes common-sense measures such as informed consent and fair compensation to address this issue. However, the response from companies has been contentious, as they resist relinquishing control over the use of actors’ bodies, faces, and voices. Crabtree-Ireland emphasizes that this is not a tolerable situation and urges the need for regulation to protect artists.
One of SAG-AFTRA’s primary objectives in the strike is to secure a larger portion of the streaming revenue. The guild advocates for actors to receive a share of the profits when their performances are exhibited on streaming platforms. Additionally, they propose a subscription-based residuals formula, ensuring that actors receive residual payments in accordance with the success of the platform itself. Drescher argues that obtaining a piece of every subscription is essential, considering the fundamental shift in the industry’s business model.
A Call for Change
Drescher hopes that the ongoing strikes will bring about a broader transformation within the industry. She envisions a future where an employee-friendly culture prevails, with SAG-AFTRA serving as the central hub driving the artistic direction of the industry. Ultimately, Drescher’s goal is to secure a repositioning of SAG-AFTRA as the industry’s driving force, a vital entity that safeguards the rights of artists and shapes the future of the entertainment sphere.
The potential misuse of AI in Hollywood is a serious concern that demands immediate attention and regulation. Actors’ livelihoods are under threat, and the industry must address the need for compensation, consent, and ethical practices. By establishing guardrails and enforcing fair treatment, Hollywood can ensure the protection of its artists and preserve the integrity of its creations. Only through a collective commitment to ethical standards and empathy can the industry navigate the complex intersection of technology and entertainment.