Implementing these technologies comes at a cost. It requires changes to business processes that have been long established, and when you make big changes to these processes, things get messed up. I think what the industry is focused on now, and this is what we discovered during our negotiation process, is the use of replication to streamline the process more so than the use of full synthesis to replace performances. … During this term of the agreements, our main focus needs to be on making sure replicas only happen with informed consent and with fair compensation.
Duncan Crabtree-Ireland
SAG-AFTRA National Executive Director & Chief Negotiator
Over the last few years, artificial intelligence has brought rapid and significant changes to the entertainment industry. In 2023, SAG-AFTRA made strides to address A.I.’s impact by introducing key provisions to its TV/Theatrical Contracts that require consent for use and fair compensation.
Still, questions persist: How will A.I. continue to affect the entertainment business? How can performers further protect themselves and their likeness? What else is SAG-AFTRA doing to defend its members?
At the 2024 South by Southwest Conference & Festival on March 10, SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland sat down with Fast Company Editor-in-Chief Brendan Vaughan to discuss A.I.’s ongoing influence on the industry. The fireside chat, called A.I.’s Role in the Future of Hollywood, offered an opportunity for Crabtree-Ireland to shed light on the trends pointing to A.I.’s direction and the union’s role in helping creatives navigate those changes. He recounted the union’s negotiations with the Alliance of Motion Picture and Television Producers, the groundbreaking provisions developed, and the union’s ongoing work to expand protections for voiceover performers and recording artists.
Episode introduction by Crabtree-Ireland.
SXSW is an annual March event that features sessions, music and comedy showcases, film and television screenings, world-class exhibitions and much more. The 2024 conference took place from March 8–16 in Austin, Texas.
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The views expressed by the guests are their own and not that of SAG-AFTRA. Any mention of products or services does not imply SAG-AFTRA’s endorsement.
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