The Historic AI Deal Between Hollywood Actors and Studios: What's at Stake?

The Screen Actors Guild recently negotiated a historic deal with major Hollywood studios allowing the use of artificial intelligence and digital replicas of performers. While the deal puts some guardrails around AI use, it leaves many questions unanswered and could reduce job opportunities for actors and crew.

The agreement permits studios to create digital replicas and synthetic versions of performers with their consent. Big-name actors may benefit as they can appear in multiple projects, but this could squeeze out up-and-coming actors. The language around synthetic performers is vague and open to legal challenges. It's unclear where the line is between a digital replica (which requires consent) and a derived look-alike (which may not).

Actors rely on likeness rights to protect unauthorized use of their image, but studios could argue a synthetic performer is satire or parody. The precarity of actors' jobs also makes them vulnerable to pressure to agree to AI in order to find work. Inequality is likely to rise between actors who can and can't push back on AI.

The deal is a first step but relies on studios to "do the right thing." It only lasts a fixed time and doesn't fully address AI's impact. More work is needed to protect Hollywood workers from losing opportunities to AI.

While AI and digital replicas raise many concerns, they also present opportunities if implemented responsibly. Actors should continue advocating for stronger protections and consent in future deals to ensure a fair, inclusive future for performers in the age of AI.

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