Artificial intelligence (AI) has crept into another arm of Hollywood, sending the industry into an ongoing debate over its usage as Duncan Crabtree-Ireland, the Screen Actors Guild‐American Federation of Television and Radio Artists (SAG-AFTRA) chief negotiator, revealed a proposal from Hollywood studios.
During a press conference on July 13 in which Hollywood actors confirmed they were going on strike, Crabtree-Ireland revealed a proposal from Hollywood studios, which included an AI proposal previously featured in the statement made by the Alliance of Motion Picture and Television Producers (AMPTP) after futile negotiation efforts.
The AMPTP mentioned in its statement that it put forth a “groundbreaking AI proposal” aimed at safeguarding the digital likenesses of SAG-AFTRA members.
A SAG-AFTRA TV/Theatrical/Streaming Strike has been ordered effective July 14, at 12:01 a.m. Additional details are forthcoming. The Strike Order can be found here: https://t.co/NFBM7lLGTs pic.twitter.com/SGjmR0BPeu
— SAG-AFTRA (@sagaftra) July 13, 2023
When questioned about the proposal in the press conference, Crabtree-Ireland responded by stating that the recently presented AI proposal suggested that background performers should undergo scanning, receive payment for a single day, and grant companies complete ownership over the scan, image and likeness.
These companies would then have the unrestricted right to utilize it indefinitely for any project without seeking consent or providing compensation. Crabtree-Ireland expressed skepticism about labeling this proposal as groundbreaking and advised reconsidering such a perspective.
The strike by SAG-AFTRA, which is a follow-up to the already existing Writers Guild of America (WGA) strike, was officially ordered on July 14, at 12:01 am, until a fair deal is reached with the AMPTP. The strike action marks the first time in 63 years that actors and writers have gone on strike simultaneously.
The WGA previously issued a set of requests to Hollywood studios, which encompassed the regulation of AI utilization within projects covered by the minimum basic agreement. The demands explicitly stated that AI should not be employed for writing or revising literary content, nor should it serve as source material.