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The emergence of artificial intelligence (AI) technology has created a hot-button issue in the entertainment industry, raising concerns for both unions and employers. On one side, star actors fear losing control of their likenesses, while unknown actors worry about being replaced altogether. Writers also fear that they will have to share credit or lose credit to machines.

Despite the breakneck pace at which AI technology is advancing, widespread displacement of writers and actors is unlikely within the three-year timeframe of proposed contracts that led to strikes. However, both unions and employers understand that ground given on this issue in one contract can be difficult to regain in the next.

Various versions of AI tech have already found their way into different aspects of filmmaking. From de-aging actors like Harrison Ford to generating abstracted animated images and providing recommendations on platforms like Netflix, the use of AI in entertainment is becoming increasingly pervasive. All parties involved in the strikes recognize that the broader use of technology is inevitable, which is why they are now focused on establishing legal and creative control.

Actor and writer Johnathan McClain compares the battle over AI to the fights over automation in other industries, emphasizing the importance of taking a decisive stand. He believes that the entertainment industry serves as a canary in a coal mine for the larger conversation surrounding technology.

The Screen Actors GuildAmerican Federation of Television and Radio Artists (SAG-AFTRA) and the Alliance of Motion Picture and Television Producers (AMPTP) engaged in AI discussions that quickly turned into a bitter battle. SAG-AFTRAs characterization of the studios AI position, citing the desire to use performers likenesses without their consent, sparked outrage among actors. The AMPTP responded by stating that their offers included requirements for performers consent and protection of their digital likenesses.

In the field of screenwriting, the Writers Guild of America (WGA) has expressed willingness to use AI as a tool for their own work. However, they are concerned about the impact on credits, which are crucial for their prestige and pay. The WGA aims to prevent AI-generated storylines or dialogue from being considered literary material or source material under their contracts.

While the studios assert that AI-generated material should not be eligible for writing credit, this position may complicate determining credits in collaborative projects that involve AI. Screenwriting contracts already involve complex legal language to establish credit, and the inclusion of AI in the process could further complicate this system.

Overall, the impact of AI on unions and employers in the entertainment industry poses challenges and uncertainties, requiring careful negotiation and establishment of legal boundaries to protect the interests of all parties involved.

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The Impact of Artificial Intelligence on Unions and Employers - Fagen wasanni