How SAG-AFTRA’s Stance on AI is Shaping the Entertainment Industry

With the explosion of AI this year, those within the entertainment industry are concerned on how it could affect their work. Now, in the midst of an ongoing strike, the Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA) has been exploring new territories by incorporating artificial intelligence (AI) regulations into its interim agreements. SAG-AFTRA’s national executive director Duncan Crabtree-Ireland has clarified that the move is not just a waiver. Instead, it is a strategic step to address concerns surrounding the use of AI in the entertainment industry. Read on to find out more.

TL;DR:

• Amid an ongoing strike, SAG-AFTRA integrates AI regulations into interim agreements to address concerns about AI’s impact on the entertainment industry.
• The use of AI platforms raises worries about job displacement. The interim agreement ensures performers’ autonomy by requiring consent for digital avatars and extends to post-production AI applications.
• SAG-AFTRA’s strategic move highlights their commitment to preserving performance integrity while embracing technological advancements in the evolving entertainment landscape.

AI and Entertainment: The Rules Set by SAG-AFTRA

The strike, now entering its second month, has prompted SAG-AFTRA to introduce interim agreements. These agreements allow select productions to proceed outside the purview of the Alliance of Motion Picture and Television Producers (AMPTP). Furthermore, the agreements present the exact terms that could have prevented the strike had they been accepted earlier.

At the heart of this development is the integration of AI regulations within the interim agreement. The growing use of AI platforms like OpenAI’s ChatGPT and Google Bard has raised concerns that the technology could replace performers and writers, therefore leading to a new landscape in film and television production. So, the challenge lies in striking a balance between harnessing AI’s potential and safeguarding performers’ rights.

The interim agreement requires producers to secure written consent from performers before creating digital avatars of them. As such, the landmark provision reflects a meticulous approach to ensuring performers’ autonomy over their likeness in AI-powered scenarios. Additionally, the agreement extends its reach to the post-production realm. It delves into nuanced aspects of AI’s application, such as editing, manipulation, and continuity.

While the strike persists, SAG-AFTRA’s forward-looking approach to AI regulations sets a significant precedent for the entertainment sector. It showcases the union’s dedication to preserving the essence of performance while embracing technological advancements.

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