AMPTP's Hard Stance On AI Keeps Them At Odds With SAG-AFTRA

TV & Film

Nov 8

While many were hoping for an end to the SAG-AFTRA strikes at the beginning of the month, there is a key issue that the actor’s guild and the AMPTP can’t agree on. According to SAG, The AMPTP’s “final offer” included compensation for using an actor’s AI likeness and a requirement for the actor’s consent. However, union sources say the language allows the AMPTP to use a deceased actor’s likeness without the consent of the estate or SAG-AFTRA.

“We couldn’t allow the language to stand,” said one union source. “This is massive. Every A-, B-, C-, D- and E-lister — all the higher-paid performers — who think this is a minimum wage strike, they must know they are in this fight. They have to realize that this is about protecting them. This is their strike now when they realize what’s on the line.”

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SAG-AFTRA picket line — Image Source: The Times of India

A studio source rejected the notion, claiming that the AMPTP would have to secure consent from the deceased performer’s authorized representative before using the performer’s likeness. SAG-AFTRA told its members, “Please know every member of our TV/Theatrical Negotiating Committee is determined to secure the right deal and thereby bring this strike to an end responsibly. There are several essential items on which we still do not have an agreement, including AI. We will keep you informed as events unfold.” AI has already been a problem for actors as certain stars were surprised to find themselves advertising products. The protection is absolutely crucial for those whose work depends on their recognizability.

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