In a recent episode of the SAG-AFTRA guild’s podcast, President Fran Drescher highlighted the urgent need for robust regulation of Hollywood’s utilization of artificial intelligence (AI), describing it as a “deadly cocktail” and a “poison.” The potential misuse of Generative Artificial Intelligence (GAI), capable of scripting and digitally replicating actors’ images, has become a pressing concern for both SAG-AFTRA and the Writers Guild.
Drescher emphasized that several members have fallen victim to “deep fakes,” a technique where AI generates fabricated content using actors’ likenesses, often with explicit or pornographic intent. She expressed concerns about the convergence of financial interests, technological advancements, and a lack of empathy among those involved, resulting in a hazardous mix that threatens the industry’s integrity.
The conversation, involving Duncan Crabtree-Ireland, the guild’s national executive director, and Ben Whitehair, the executive vice president, emphasized safeguarding creative assets. Drescher stressed the importance of erecting protective barriers around AI applications and the need for communication, consent, and fair compensation when utilizing AI-generated content.
The essence of the argument boiled down to two fundamental principles: compensation and consent. Drescher asserted that these principles are non-negotiable and integral to preserving the industry’s nature. The ability to mimic actors’ performances using AI should be treated cautiously and subject to stringent safety regulations.
Crabtree-Ireland underscored the genuine threat posed by the unchecked use of AI in the industry. He presented the guild’s straightforward proposals, emphasizing informed consent and fair compensation for actors whose digital replicas are utilized. The reluctance of certain companies to adopt these reasonable measures was criticized, with the guild asserting the need to prevent the abusive control of actors’ images, voices, and likenesses.
Drescher also critiqued the studio CEOs, branding them as “megalomaniacs” and “tone-deaf” to the needs of actors. She called for industry leaders to champion a more employee-friendly culture, suggesting that transformative change was needed to reshape the industry’s landscape.
As the strike continues, SAG-AFTRA’s central objectives include securing a more significant portion of streaming revenue for cast members and establishing a “subscription-based” residual model. The goal is to allow actors to benefit directly from the success of streaming platforms while adapting contracts to align with the evolving business model.
Drescher expressed her aspiration for the strike to catalyze a shift towards a more employee-centric industry culture, positioning SAG-AFTRA as a driving force for artistic excellence in a rapidly changing landscape.
