Actors Signal Resolve in AI Battle: UK Union Backs Potential Industrial Action

LONDON – Actors in the United Kingdom have delivered a resounding mandate to their union, Equity, to resist the unchecked use of artificial intelligence in film and television production. An indicative ballot revealed over 99% of participating members are prepared to refuse digital scanning on set, a practice increasingly used to create digital replicas and train AI systems capable of replicating an actor’s likeness and performance.

The vote, boasting a turnout exceeding 75%, underscores a growing anxiety within the acting community regarding the potential for exploitation of their image, voice, and performance data. Equity is pushing for enforceable industry standards guaranteeing transparency in how this data is used and fair compensation for its utilization – demands echoing similar battles waged in the United States last year.

The Digital Replica Dilemma: Beyond Deepfakes

The concerns extend far beyond the widely publicized threat of “deepfakes.” While the creation of convincingly realistic but unauthorized portrayals is a valid worry, the core issue for actors lies in the broader application of AI. Producers are increasingly utilizing digital scans – comprehensive 3D captures of an actor’s physical form and movements – to train AI models. These models can then be used to generate entirely synthetic performances, potentially replacing human actors in certain roles or even creating “digital doubles” that can work indefinitely without traditional compensation or consent.

“The ball is in [Pact’s] court when we return to the table in January,” stated Equity General Secretary Paul Fleming, referring to the Producers Alliance for Cinema and Television, the UK’s primary production trade body. He warned that a statutory ballot for full industrial action – including potential strikes – will be the next step if negotiations fail to yield satisfactory AI protections. “We don’t want to stop AI,” Fleming clarified, “What we want to do is regulate it.”

Echoes of Hollywood: The SAG-AFTRA Blueprint

The UK’s situation mirrors the contentious 2023 SAG-AFTRA strike in the US, which brought Hollywood to a standstill for four months. A central issue in that dispute was securing protections against the unauthorized use of actors’ likenesses by AI. The resulting agreement, while not universally lauded, established a framework for consent and compensation that Equity is now seeking to build upon for the UK market. However, Equity is aiming for even more robust safeguards, particularly concerning the use of existing performance data to train AI systems.

According to a recent report by Statista, the global AI market is projected to reach $407 billion in 2027, demonstrating the rapid expansion and increasing influence of the technology across all sectors, including entertainment. This exponential growth underscores the urgency for actors and unions to establish clear boundaries and protections now, before AI becomes even more deeply embedded in production workflows.

Beyond the Scan: The Erosion of Artistic Control

The anxieties aren’t merely financial. Actors express concerns about the potential for AI to diminish the artistic integrity of their work. The ability to create “digital doubles” capable of performing indefinitely raises questions about authorship, creative control, and the very essence of performance. As actor Riz Ahmed recently noted, “AI can’t do creativity.” He argues that the struggle and friction inherent in the creative process are essential to imbuing art with meaning.

Laurence Olivier Award-winning actor Bertie Carvel, a vocal advocate for performer rights, described the scanning process as “uncomfortable,” explaining that actors often feel compelled to consent for fear of losing work. “You’re ushered into a studio…within seconds, thousands of images have been captured that allow for a 3D replica…and the question is what happens to that model next?” he told Sky News. Carvel’s experience highlights the power imbalance between actors and producers, and the need for collective bargaining to protect individual rights.

A ‘Big AI Sausage Machine’? The Future of Performance

Fleming characterized the current system as a “big AI sausage machine,” warning that actors’ voice, likeness, and performance data are being exploited for commercial gain, particularly by American streaming giants. The potential for AI to create entire “AI characters” based on an actor’s likeness – effectively replicating their entire persona without their ongoing involvement – is a particularly chilling prospect for many performers.

Pact maintains that it has made progress in negotiations with Equity, offering terms consistent with those in other countries. However, the sticking point remains the use of data to train AI systems. The outcome of these negotiations will have profound implications for the future of the UK’s film and television industry, and could set a precedent for similar battles around the world. The industry now faces a critical juncture: will it embrace AI as a tool to enhance creativity, or will it prioritize profit at the expense of the artists who bring stories to life?

This dispute isn’t simply about protecting jobs; it’s about safeguarding the fundamental principles of artistic ownership and control in an age of rapidly advancing technology. The outcome will shape not only the livelihoods of actors, but also the very nature of performance itself.

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