There was a single syllable that drew attention in the string, which spanned 10 posts and consisted of 219 words according to X criteria. The term “Threat” was prominently featured in the concept shared on the @SAG-AFTRA profile, encapsulating the core elements the actors’ union had advocated for in the initial agreement with Hollywood studios. The comprehensive package secured encompasses significant compensation increases beyond the norm, unprecedented clauses for consent and remuneration to shield members from AI-related risks, and the introduction of a novel streaming participation bonus, especially crucial in light of the rapid advancement of generative AI.
The term “thread” symbolizes the growing belief in artificial intelligence among the populace. The recent executive order issued by US President Joe Biden regarding this technology was perceived as a step towards addressing the various threats it poses to global security. Last week, 28 regions, including China and the European Union, concurred on the incorporation of AI, cautioning against its potential for causing severe, possibly catastrophic harm. Concerns in Hollywood revolved around the possibility of AI utilizing large-scale language models to surpass human screenwriters, or manipulating actors’ performances without their consent or proper compensation.
The details of the agreement between the Alliance of Motion Picture and Television Producers (AMPTP) and the Screen Actors Guild (SAG-AFTRA) will be disclosed post the review by the guild’s national board. However, based on SAG’s social media updates, it seems probable that the union has secured the AI safeguards they had been pushing for. According to reports from The Hollywood Reporter, the AMPTP’s latest proposal entailed studios funding IoT scans for designated “Schedule F” performers, allowing posthumous utilization without the need for approval from the actors’ estates or SAG. In response, the union pushed back, demanding both compensation and authorization.
In a similar vein, the Writers Guild of America finalized a contract in September that included measures to prevent studios from training AI models on their scripts without consent, and to ensure that AI-generated content did not circumvent the need for writers’ involvement. The outcome of SAG’s negotiations with AMPTP, and whether similar protections were secured, is anticipated to be revealed after the agreement is signed.
The recent disputes within the entertainment industry have predominantly revolved around AI concerns. The writers’ strike of 2007–2008 underscored the issue of fair compensation for online content and improved residual payments for downloads from platforms like (then) iTunes. This was before the era of Netflix’s original content and the groundbreaking series House of Cards. Notably, Netflix refrained from joining AMPTP for several years. The current standoff echoes past labor conflicts in Hollywood, signaling a shift in demands for higher compensation amidst the dominance of streaming platforms, a stark departure from the landscape 15 years ago.
The push for increased remuneration for authors and actors whose work is licensed to streaming services has been a focal point in this year’s negotiations, reflecting the industry’s evolution. As discussions of a potential strike loomed last June, SAG’s lead negotiator Duncan Crabtree-Ireland highlighted the disparity between the 2023 streaming business model and the outdated payment structures from 1970 for artists and creatives. This misalignment underscores the need for updated agreements to align with the current industry landscape.
In the realm of cultural commentary, the column “The Monitor” delves into various facets of the cultural landscape, spanning movies, memes, TV shows, and Twitter trends. Amidst the current spotlight on AI, the negotiations have underscored the profound impact of streaming on the industry. Anticipating the trajectory of AI by 2026 poses a challenge given its rapid evolution, as noted by Crabtree-Ireland, who engages in contract negotiations with studios on a triennial basis. The union’s diligent efforts to secure AI safeguards reflect concerns over the potential misuse of AI in disrupting the streaming economy.
Actor and director Alex Winter articulated the Writers Guild of America’s confidence in production entities to act responsibly with AI following their agreement with AMPTP. Winter expressed hope that SAG’s contract would acknowledge the shared threat posed by tech giants, emphasizing the need for collaborative efforts to address AI challenges. While Winter’s remarks were made prior to SAG and AMPTP reaching a preliminary agreement, the essence of his message remains relevant. The nascent potential of AI to supplant traditional studio processes underscores the need for vigilance in regulating its use to prevent unforeseen disruptions in the industry.
In conclusion, while the entertainment industry has weathered past challenges, the looming specter of AI disruption necessitates proactive measures to safeguard the creative ecosystem. The evolving landscape underscores the imperative for industry stakeholders to navigate the intricate interplay between technological advancements and artistic integrity, ensuring a sustainable future for all involved parties.
