Hollywood’s use of artificial intelligence has become a dangerous mix that needs to be regulated, according to SAG-AFTRA President Fran Drescher. In the guild’s latest strike podcast, Drescher expressed concerns about the misuse of Generative Artificial Intelligence (GAI), which can write scripts and digitally duplicate actors and performers. This issue has become a strike matter for both SAG-AFTRA and the Writers Guild.
Drescher highlighted the impact of “deep fakes” on her members, where their faces and voices are computer-generated and used without consent, often in explicit content. She emphasized the need for strict regulations and communication with artists, as well as fair compensation and consent for the use of their likeness and performances.
Drescher described the combination of Wall Street, greed, technology, and a lack of empathy as a “deadly cocktail” that should be avoided. She expressed concerns about the potential dehumanization of the industry and the disregard for the well-being of actors.
Duncan Crabtree-Ireland, the guild’s national executive director, supported Drescher’s concerns, stating that the unrestrained use of artificial intelligence poses a legitimate threat to members’ careers. He emphasized the importance of informed consent and fair compensation for the use of digital replicas.
Drescher criticized studio CEOs as “megalomaniacs” who are out of touch with the needs of actors. She called for a more employee-friendly industry and expressed hope that the ongoing strikes would bring about positive change.
One of the guild’s main goals is to secure a larger share of the streaming revenue for its members. They aim for cast members to receive a portion of the revenue generated when their performances are exhibited on streaming platforms. Additionally, they seek a residuals formula based on subscriptions, allowing actors to benefit from the success of the platform.
Drescher and Whitehair, the guild’s executive vice president, agreed that the business model has changed with the rise of streaming platforms, and the contract needs to be adjusted accordingly.
Overall, Drescher hopes that the strikes will lead to a more employee-friendly culture in the industry and position SAG-AFTRA as a central force in leveraging artistic talent.
