These days, it’s increasingly difficult to tell the difference between a human voice and an AI-generated one.
This challenge has become a pivotal issue in the entertainment industry, where voices and likenesses are being replicated without consent or compensation.
In this article
- AI in Entertainment: A Growing Concern
- Groundbreaking Agreements: Empowering Performers
- Legislation for Performer Protections
- The Path Forward: Ethical AI in Entertainment, Advertising and Beyond
- FAQs About AI in Entertainment
You’ve probably come across videos featuring “Tom Cruise” on TikTok or heard “Morgan Freeman” narrating a local business ad—productions that couldn’t possibly afford these stars.
These uncanny imitations raise ethical questions about the use of artificial intelligence (AI) in media.
AI in Entertainment: A Growing Concern
AI’s impact on the entertainment industry was a major focus of last summer’s SAG-AFTRA strike, which halted countless high-profile projects. While celebrities often have the means to fight unauthorized digital replicas, everyday actors face the harshest consequences. These working professionals are losing valuable opportunities – and much-needed income – as AI continues to reshape the entertainment landscape.
SAG-AFTRA recognizes the challenges AI poses to its members. But instead of resisting its growth, the union is finding ways to embrace AI ethically. By lobbying for legislation, partnering with key industry players, advocating for ethical AI use, and implementing robust safeguards, SAG-AFTRA is creating a future where AI and performers can coexist in a fair and balanced way.
Read more: SAG-AFTRA vs. AI: Protecting Performers in the Digital Age (Davis+Gilbert LLP)
Groundbreaking Agreements: Empowering Performers
SAG-AFTRA has secured agreements with several AI companies, enabling performers to proactively authorize digital replication of their voices and likenesses. These agreements ensure minimum scale fees, allow performers to approve or deny the use of their voice or image, and provide opportunities to license their work while maintaining union protections.
Key agreements include:
- Replica Studios and Narrativ: These platforms connect content producers with voice actors. Performers can license their voices to create new content, earning additional income while safeguarding their rights.
- Foundational Voice Models: A third agreement is with a company developing a foundational voice model for future digital replicas. Voice talent who give permission to use their voice for training the model will be paid accordingly, ensuring fair compensation for their contributions.
By embracing ethical AI applications, SAG-AFTRA safeguards its members while opening up opportunities for additional income.
Legislation for Performer Protections
In California, SAG-AFTRA successfully lobbied for two landmark laws designed to protect performers:
- Consent for Digital Replicas: AI cannot replicate a performer’s voice or likeness without explicit authorization.
- Protection Against Forced AI Use: Contracts cannot mandate the use of digital replicas in place of live performances without the performer’s consent.
While these laws safeguard movie and TV actors, other sectors still face challenges. SAG-AFTRA continues to advocate for similar protections for video game actors (currently on strike), and commercial actors, who could face similar issues in the future.
The Path Forward: Ethical AI in Entertainment, Advertising and Beyond
“As advertisers and producers explore AI in commercials, SAG-AFTRA is working to ensure performers aren’t exploited,” says Samantha G. Rothaus, Partner at Davis+Gilbert LLP. “The union is cautiously embracing ethical AI while ensuring performers maintain control, transparency, and fair compensation. However, there’s still much work to be done.”
As the AI debate intensifies, SAG-AFTRA’s ongoing efforts demonstrate its unwavering commitment to securing performers’ rights. By proactively addressing AI’s challenges, the union is shaping a fairer, more ethical entertainment industry.
FAQs About AI in Entertainment
1. How is AI used in entertainment?
AI replicates voices and likenesses for commercials, video games, and films. This technology can reduce production costs but raises ethical concerns about consent and compensation.
2. What protections does SAG-AFTRA offer?
The union ensures that performers retain control over their voices, receive fair compensation, and approve the use of their digital replicas.
3. What are ethical AI practices?
Ethical AI involves transparency, consent, and fair compensation for performers whose voices or likenesses are used in AI-generated content.
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