Actors' Union Makes Progress in AI Protection Negotiations
The performers union Equity has announced it has received an improved offer concerning artificial intelligence protections from the Producers Alliance for Cinema and Television (PACT). This development comes amid ongoing negotiations to establish a comprehensive framework that would safeguard actors' digital likenesses and voices from unauthorised use.
Industrial Action Threat Remains on the Table
Equity has made it clear that while progress has been made, the threat of industrial action remains very real if a satisfactory agreement cannot be reached. The union's members voted overwhelmingly last month to refuse digital scanning on set, with over 99% of those voting prepared to take this stance.
Digital scanning refers to the process through which an actor's likeness is captured for potential future use in productions. There has been growing concern within the performing community that this technology could be exploited without proper consent or fair compensation.
Union Leadership Expresses Cautious Optimism
Equity General Secretary Paul W Fleming stated: "Equity members should be in no doubt that it is their support and determination to secure AI protections which led to this improved offer." He acknowledged that last month's ballot result, which saw a turnout exceeding 75%, had clearly demonstrated performers' willingness to take a stand on this issue.
Fleming added: "It doesn't cover everything we've asked for, and the coming weeks will be instrumental in securing the protections performers need in the age of AI and scanning on set."
Further Negotiations Planned
Following a constructive meeting on Tuesday, both parties have agreed to enter a further period of negotiations "in good faith." These discussions will not only focus on AI protections but will also address several other critical areas including:
- Royalties and residuals for performers
- Fair pay structures
- Self-tape audition practices
- Contractual improvements
The Stakes for UK Performing Arts
The Equity-PACT agreement forms the foundation for terms and conditions across the vast majority of UK film and television work. This includes not just actors but also:
- Stunt artists
- Singers and vocal performers
- Dancers and movement artists
With artificial intelligence technology advancing at a rapid pace, Equity is seeking to establish protections for the first time in this emerging field. The union has raised significant concerns about the potential for generative AI to use artists' likeness, voice, and creative work without proper authorisation or compensation.
Fleming has previously emphasised that "it was a basic right of performers to have autonomy over their own personhood and identity," highlighting the fundamental principles at stake in these negotiations.
What Happens Next?
While the improved offer represents progress, Equity has made it clear that they are prepared to escalate matters if necessary. The union has stated that should the current offer prove insufficient, they will move to a statutory ballot of members with the intention of undertaking industrial action on upcoming productions.
The coming weeks will be crucial in determining whether a satisfactory agreement can be reached that balances technological innovation with performers' rights in the rapidly evolving landscape of digital entertainment production.
