A bold stand against digital scanning: UK actors take a stand for their rights.
In an unprecedented move, thousands of UK actors are poised to refuse digital scanning on set, a decision that could spark a major shift in the industry. The Equity union, representing these actors, is taking a firm stance on artificial intelligence (AI) and its potential impact on their data and privacy.
The union and producer body Pact have been locked in negotiations for years, with no middle ground in sight. Equity is now taking matters into its own hands, conducting an indicative ballot among its 7,000 members to gauge support for this action. If the ballot is successful, it could lead to a statutory ballot, and potentially, strike action.
The question put to members is straightforward: "Are you prepared to refuse digital scanning on set to secure adequate AI protections?" This ballot opens a crucial dialogue about the rights of performers and their control over their own digital identities.
Equity's concern is that actors' data, obtained through digital scanning, could be used without their consent to train AI models. While there's no evidence of this happening currently, the union wants to ensure it never does. Pierre Bergman, a respected UK background artist, has expressed his fear of actors being coerced into scans, worried about potential repercussions from employers.
Paul Fleming, Equity's General Secretary, emphasizes that the union has been left with no other option but to recommend industrial action. He questions why performers should consent to being digitally scanned if their likeness and work can be used without their permission for AI training. This ballot, he believes, is an opportunity for actors to assert their basic right to autonomy over their personhood and identity.
Pact, however, maintains that its members are aware of data protection laws and have been scanning actors for years, even before AI was involved in production. Max Rumney, Pact's Deputy CEO, acknowledges the issue of creating new content with this data, but assures that none of their members are currently doing so. He suggests that Pact is open to dialogue as the industry evolves, to discuss protections and monetization.
But here's where it gets controversial: Equity argues that Pact's stance leaves performers vulnerable. If employers can ensure that someone's likeness and work won't be used without consent, why shouldn't performers have the same assurance when it comes to digital scanning? Equity believes that performers' consent should not be taken for granted, especially in an era where AI is rapidly advancing.
And this is the part most people miss: AI in TV is a complex and evolving issue. While Equity and Pact have made progress in other areas of their negotiations, such as digital replicas and synthetic performers, the scanning issue threatens to derail their progress. This is a critical moment, especially considering that American union SAG-AFTRA negotiated AI guardrails with studios two years ago, covering areas like data.
The spotlight is also on Tilly Norwood, an AI actor who has faced heavy criticism from Hollywood royalty. Norwood's creator, producer Eline Van der Velden, will be speaking at Content London, adding another layer to this ongoing debate.
While AI remains a thorny issue, other negotiation points between Equity and Pact, such as pay, residuals, self-tapes, and streamer stipulations, are less controversial. Both the BBC and ITV have stated that they will wait for the outcome of the Equity-Pact deal before making their own moves on AI.
So, what do you think? Is Equity's move a necessary step to protect actors' rights in the digital age, or is it an overreaction? The future of AI in the entertainment industry hangs in the balance, and your thoughts could be a part of this crucial conversation. Share your comments and let's discuss!
