Equity union secures improved AI protection offer for performers amid industrial action threat

The UK performers’ union, Equity, has received an improved offer from the Producers Alliance for Cinema and Television (PACT) regarding protections against the use of artificial intelligence (AI) in the entertainment industry. This development comes after Equity members voted overwhelmingly to refuse digital scanning on set, a process that captures an actor’s likeness for future use. Over 75% of members participated in the vote, with more than 99% prepared to refuse scanning without consent. Equity has been advocating for transparency, fair remuneration, and enforced industry standards to prevent unauthorized use of performers’ work, voice, and likeness by AI. While the new offer includes some improvements, it does not yet meet all of Equity’s demands. Negotiations between Equity and PACT are set to continue in the coming weeks, covering AI protections as well as royalties, residuals, pay, self-tapes, and contract fairness. Equity has warned that if a satisfactory agreement is not reached, a statutory ballot of members could lead to industrial action on upcoming productions. This marks the first significant effort to implement AI protections for performers in the UK, reflecting growing industry concern over generative AI and the rights of performers.