SAG-AFTRA Advocates for Public Policies on A.I., Vocalizes Support of Federal Regulations at Digital Hollywood Summit

SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland; National Director, Contract Strategic Initiatives and Podcasts Sue-Anne Morrow; and National Director, Entertainment Contracts Jessica Johnson were speakers on two virtual panels for Digital Hollywood’s A.I. Summer Summit on July 23. 

Crabtree-Ireland spoke on the A.I. and the Crisis of Creative Rights and Disinformation: Deepfakes, Ethics and the Law panel. He and other panel speakers, Intel Labs Senior Staff Research Scientist Ilke Demir, former Showtime Networks Executive Vice President & General Counsel and independent counselor for Telluride Legal Strategies Rob Rosenburg, Federal Election Commission Commissioner Ellen L. Weintraub, and panel moderator and Perkins Coie Senior Counsel Lisa Ortez, focused the conversation on the intersection of artificial intelligence, creative rights and disinformation. Using real-world examples and personal anecdotes, the group discussed topics ranging from the presence of A.I. in the entertainment and media industry to the proliferation of audio deepfakes, creators’ rights and publicity laws to the harmful effects of A.I. on the election process.

Throughout the panel, Crabtree-Ireland stressed the need for federal legislation that addresses the ethical concerns around A.I. 

“Yes, there are state publicity laws, [but] they vary dramatically in what they cover and how they work, and they're very inconsistent from state to state. That may have been okay before someone could take a consumer-level tool and create a convincing replica of any one of us, but that's the world we live in now. An inconsistent patchwork of laws and remedies in this country is not adequate to deal with the problem that deepfakes present. That's why [the union is] fighting so hard. 

“This issue really resonates with the public because I think people realize there is something very damaging about losing control of your unique human persona. And that's something that all of us ought to be concerned about,” he said. 

Morrow and Johnson later echoed Crabtree-Ireland’s sentiments during The Clones Have Arrived! What You Need to Know, a summit panel sponsored by SAG-AFTRA. During the panel, which also featured Greenberg Glusker Fields Claman & Machtinger LLP Partner Douglas Mirell as a fellow speaker, and panel moderator and Deadline Business Editor Dade Hayes, the two spoke about the union’s continued efforts to address members’ A.I. concerns. 

A key initiative Morrow detailed was SAG-AFTRA’s endeavors to include language in its collective bargaining agreement that emphasizes performers’ informed consent for the use of their digital likeness.

“We've been negotiating A.I. language into all of our contracts and adding protective language into our promulgated agreements for years, including primarily voiceover contracts or contracts that include both on-camera performance and voiceover [work]. [Including] things like safe storage of the performers' data and their digital replicas, informed consent to the specific uses of the replicas [and] explicit limitations on the use of your digital replica or digital voice replica has been important for performers to be able to opt out of certain kinds of things that their voices might say when they're not there, sensitive content, political content or violent content. Our members take it very seriously that they get to have a say in what their voice says when they're not there,” said Morrow.

In both panels, Crabtree-Ireland, Morrow and Johnson vocalized the union’s support of key federal legislation that addresses a multitude of issues affecting industry performers, including the Nurture Originals, Foster Art, and Keep Entertainment Safe, or NO FAKES, Act.

“What we're looking for is consent, compensation and control. If that's in place, it's possible for there to be a relationship between an employer and a performer, and the union as a party to a safe, lucrative engagement. Some of that is going to be driven by the government and some of that is going to be driven by our members,” said Morrow.

To watch the full replay of the A.I. and the Crisis of Creative Rights and Disinformation: Deepfakes, Ethics and the Law panel, click here. 

To watch the full replay of The Clones Have Arrived! What You Need to Know panel, click here. 

Founded by Victor Hardwood, Digital Hollywood has developed and produced over 300 conferences and events for artists, professionals and executives for 30 years. Panels cover a wide range of topics within entertainment and media, fashion, technology, music and more. 

For more information on SAG-AFTRA’s legislative efforts, visit sagaftra.org/gapp. 

Photo: SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland, center top row, at the virtual Digital Hollywood A.I. Summer Summit panel A.I. and the Crisis of Creative Rights and Disinformation: Deepfakes, Ethics and the Law on July 23. Also present were, from left, top row, panel moderator and Perkins Coie Senior Counsel Lisa Ortez, former Showtime Networks Executive Vice President & General Counsel and independent counselor for Telluride Legal Strategies Rob Rosenburg; and, from left, bottom row, Federal Election Commission Commissioner Ellen L. Weintraub and Intel Labs Senior Staff Research Scientist IIke Demir.