What's happened
UK actors' union Equity voted overwhelmingly to refuse digital body scans used in film and TV, citing concerns over AI likeness rights. The vote, non-binding, signals potential industrial action amid ongoing negotiations for better protections and pay standards, following similar US industry disputes.
What's behind the headline?
The union's decisive vote underscores a pivotal shift in performers' rights amid AI's rise in entertainment. The 99.6% backing reflects deep industry concern over likeness exploitation without consent or compensation. This move could disrupt 90% of UK film and TV production if negotiations fail, echoing the US SAG-AFTRA strike that cost billions and led to AI use limits. The union's stance aims to establish explicit consent, transparency, and fair pay, signaling a broader industry push for regulation. The timing aligns with global industry anxiety over AI's unchecked influence, positioning performers as key stakeholders in shaping AI policies. This vote may catalyze formal protections, setting a precedent for international standards and empowering actors to control their digital likenesses, ultimately redefining performer rights in the AI era.
What the papers say
The Guardian reports that 99% of Equity members support refusing digital scans, highlighting a significant industry stance against AI likeness exploitation. Reuters emphasizes the widespread use of digital body scans for various film and TV applications, with 99.6% backing the union's position and warnings of potential strikes if negotiations falter. Sky News notes this is the largest-ever ballot among Equity members, signaling a major moment for UK entertainment industry labor rights. While all sources agree on the union's strong opposition and the potential for disruption, The Guardian provides detailed insights into the ethical concerns and the push for formal protections, whereas Reuters focuses on the technical and industry implications. Sky News underscores the historic significance of the vote, framing it as a warning shot for industry negotiations.
How we got here
The pushback follows increasing use of digital body scans in entertainment for crowd scenes, de-aging, and virtual performances. Concerns grew as actors reported being pressured to consent to scans without control over data use. The debate intensified with the emergence of AI 'digital actors' and parallels to the 2023 Hollywood strike over AI rights.
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