The growing debate over AI in Hollywood continues to intensify, and now SAG-AFTRA president Sean Astin is making it clear that the union will not back down. Speaking with Variety, the newly elected guild leader addressed the controversy surrounding AI actress Tilly Norwood, vowing to hold agents and studios accountable when it comes to synthetic performers and compensation.
Sean Astin on the AI Battle
Astin, best known for Rudy and Stranger Things, emphasized that SAG-AFTRA has been preparing for this moment long before Tilly Norwood sparked headlines.
“I appreciate that this story has captured the imagination of people, but it’s not the first shoe to drop,” Astin said. “We had a 118-day strike, fighting very hard to put AI provisions and protections in place. The teams at SAG-AFTRA have been in this fight for longer than people might realize. As technology continues to advance at light speed, we’re going to meet the challenge.”
Norwood, created by the AI production company Particle6, became a flashpoint in late September after reports surfaced that major talent agencies were interested in signing her for work in film and television.
Negotiations With Talent Agencies
Astin confirmed that the issue will be raised with the Association of Talent Agents (ATA), which represents major firms like CAA, WME, and UTA, in upcoming talks.
“Our agreement with the ATA is important, and we look forward to a healthy, constructive conversation with agencies to make sure that we continue to help each other,” Astin said. “We performers rely on our agent’s judgment and their sincerity, and they rely on our talent and our marketability. The real issue at play is how our work is exhibited and what kinds of permissions and compensations we get for its use.”
Legislative Support and Union Leverage
Astin also pointed to new legislation in California signed by Governor Gavin Newsom, which SAG-AFTRA supported through testimony. He stressed that the union knows exactly how to approach AI performers like Tilly Norwood — with leverage.
“With regard to AI, we have an extraordinary amount of leverage, because the audience wants to see real human performers in movies, TV shows, animation, video games, audiobooks, and all the other ways that we represent our members,” Astin concluded.
Hollywood’s Reaction to Tilly Norwood
Astin’s comments follow a formal condemnation of Tilly Norwood by SAG-AFTRA and widespread criticism from actors across Hollywood. Stars including Emily Blunt, Melissa Barrera, Lukas Gage, and more have spoken out, warning that synthetic performers pose a threat to jobs, creativity, and the authenticity of storytelling.
Final Thoughts
The rise of AI characters in Hollywood has become one of the most divisive issues facing the entertainment industry. With Sean Astin leading SAG-AFTRA, the union is preparing for tough conversations with agents, studios, and lawmakers to ensure human performers remain at the center of film and television.
As the controversy around AI actress Tilly Norwood grows, the entertainment industry is left with a critical question: how far should Hollywood go in embracing artificial intelligence, and at what cost to real actors?
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