As Hollywood performers vote on a newly negotiated contract, union leaders say talks with studios have improved since the 2023 strikes, particularly on artificial intelligence concerns.
SAG-AFTRA chief negotiator Duncan Crabtree-Ireland said the tone of discussions has shifted as studios and streamers approached bargaining with a more collaborative mindset.
With about 160,000 members working across film, television and video games, SAG-AFTRA remains the largest performers’ union globally.
Members are voting on a contract approved by the national board earlier this month, ahead of the current deal’s expiration at the end of June. Approval would help avoid a repeat of the 118-day strike in 2023 that halted productions and cost the industry billions.
Crabtree-Ireland said the 2023 strikes created a “reset” in relations between studios and unions, even if tensions over AI remain.
He noted that while performers feel somewhat more secure than in 2023, concerns persist as generative AI tools advance rapidly.
The new agreement introduces protections requiring informed consent and fair compensation for the use of digital replicas of performers, whether living or deceased.
It also allows limited use of synthetic characters under strict conditions when they are not based on real individuals and when studios demonstrate added creative value.
“There is now a process requiring companies to consult the union before using synthetics”, Crabtree-Ireland said, adding that while it is not a full ban, it acts as a strong deterrent.
Industry observers say the agreement reflects a broader global effort to regulate AI use in creative industries, as studios balance innovation with performer protections. Analysts also note that other entertainment unions are likely to reference the deal in future negotiations. This could shape standards across Hollywood and streaming platforms worldwide in coming years further. — AFP
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