The UK performers’ union Equity is currently engaged in advancing negotiations around AI safeguards in film and TV contracts, aiming to establish formal protections against unauthorized use of actors’ likenesses via AI. This marks a significant first move toward addressing concerns raised by performers about the rapid rise of AI technology and its potential to replicate or scan actors’ images without consent. Equity has recently received an improved offer from the Producers Alliance for Cinema and Television (PACT) that includes new wording on AI protections, reflecting concessions following Equity’s firm stance and threats of industrial action.
Equity General Secretary Paul W Fleming emphasized that the improvements in the offer resulted directly from the persistent efforts and determination of Equity members. However, the union remains cautious, acknowledging that the offer does not fully meet all their demands and that ongoing negotiations will be pivotal in securing the necessary safeguards. Should negotiations stall or fail, Equity has indicated readiness to pursue a statutory ballot among members, potentially leading to industrial action aimed at forcing stronger AI protections, such as refusal to be scanned on set.
This negotiation is critical in setting a precedent in the entertainment industry for controlling AI use of performers’ likenesses, intertwining issues of privacy, consent, and evolving technology regulation as AI becomes increasingly integrated and accessible. The outcome will likely influence how AI tools are governed in creative sectors globally.
