Impact of Artificial Intelligence on Actors’ Strike
Artificial intelligence played a crucial role in the actors’ strike of 2023 and is expected to be a significant topic in the upcoming negotiations next year.
SAG-AFTRA’s Future Plans
Duncan Crabtree-Ireland, the chief of SAG-AFTRA, outlined the guild’s strategies as it approaches the expiration of its contract with studios in June 2026.
Preparations for Negotiations
During a panel discussion at SeriesFest in Denver, Crabtree-Ireland, who serves as the National Executive Director and Chief Negotiator at SAG-AFTRA, mentioned that the guild will begin preparations for negotiations this fall.
Role of AI in Upcoming Talks
He emphasized that artificial intelligence will be a pivotal issue in these discussions. “Our members shape our priorities, and while we didn’t secure all we’d hoped for in 2023, this is an evolving process. For the first time, we included a contractual limitation on the use of our members’ work for training AI systems in the recent commercial contract,” he stated.
Protective Measures Against AI Use
SAG-AFTRA’s TV/Theatrical Contract established safeguards preventing studios and streaming services from utilizing artificial intelligence in ways that could lead to job losses or undermine performers, referred to by Crabtree-Ireland as “consent and compensation.”
Recent Achievements in Commercials Contract
In the recently ratified 2025 Commercials Contract, protections were secured that require advertisers or agencies to seek SAG-AFTRA’s approval before granting permission to third parties to use materials for training AI systems.
Looking Ahead with Caution
Crabtree-Ireland expressed a desire for similar protections in the TV theatrical agreement, noting that while they didn’t achieve this in the last strike, the evolving industry landscape may open doors for further negotiations. He acknowledged that studios and streamers have approached AI adoption cautiously over the past 18 months, partly due to the contractual limitations but also due to public concern surrounding the implications of AI technology.
