ARTIFICIAL INTELLIGENCE POLICY

ARTIFICIAL INTELLIGENCE,

GENUINE POLICY

The rise of artificial intelligence offers great possibilities for the film industry - but plenty of pitfalls too. And that’s why actors’ union SAG-AFTRA has drafted special contracts to protect its members in the new digital age where deepfakes and other dramas contrast with the benefits. To prevent a performer’s image or voice being used in an unapproved way, the union wants companies working with AI to sign their actors to such contracts. If they don’t, then a performer could end up like Joey in that famous episode of Friends when modeling images he innocently posed for were used in an ad for a sexually transmitted disease clinic.

SAG-AFTRA executive vice president Ben Whitehair said: “Technological innovations have historically provided incredible new opportunities for our members. But we must, as we always have, be deeply mindful of the associated risks and ensure that our digital performances and likenesses are protected.”