Actors could face losing work due to the increased use of artificial intelligence (AI) in the entertainment industry, according to an industry union.  

Equity, the trade union for creative practitioners, has raised concerns over the use of AI in the entertainment industry and is calling on the government to do more to protect workers. 

The use of AI in the audio-visual sector has increased rapidly in recent years, the union said, with the images, voice or likeness of deceased performers now being “reanimated” and included in productions.  

One notable example of this was deceased actor Peter Cushing’s inclusion in the 2016 film, Rogue One: A Star Wars Story.  

According to Equity, the rise of automated systems has accelerated largely due to the cost-savings and convenience they provide.  

Paul W Fleming, General Secretary of Equity said performers’ concerns are justified, warning that continued use of AI systems could lead to “dystopian consequences” and damage the industry.  

“The explosion of artificial intelligence across the entertainment industry is a significant and growing concern for audio artists and other performers. We are working hard to protect our members as bosses try to increase profits by replacing skilled professionals with AI systems,” he said.  

“Workers everywhere need action on AI – from checkout tills to feature films, from call centres to videogames – to ensure this new technology enhances their working lives, and not just the bosses’ bottom line.”

Performers losing out

A recent survey conducted by the union revealed that nearly two-thirds (65%) of performers believe AI technology now poses a threat to employment opportunities. Among audio artists in particular, this figure rose to 93%.  

Equity claimed that many artists engaging with AI work are poorly compensated, or sometimes not paid at all. In addition, many performers are unaware of their rights before signing employment contracts.  

In fact, the Equity survey revealed that 79% of performers who have undertaken AI work felt they didn’t have a full understanding of their rights before undertaking work.  

Crucially, the union said it is becoming increasingly common for performers to have their image, voice or likeness used without their permission – and the emergence of deepfake technology appears to be exacerbating this issue.  

Stop AI Stealing the Show

To tackle the issue, Equity has launched a new campaign aimed at encouraging the government to provide greater support for performing artists.  

The Stop AI Stealing the Show campaign has been backed a number of high-profile figures, including actress Talulah Riley, Canadian voiceover artist Bev Standing and Lord Clement-Jones CBE, Co-Chair of the All-Party Parliamentary Group on Artificial Intelligence.  

The campaign is calling on the government to reform the UK’s current copyright framework to keep pace with technological developments in the entertainment and creative industries.  

Proposals from the campaign would see the Copyright, Designs and Patents Act (1988) updated to protect performers against AI-made performance synthetisation and the introduction of image rights for workers.  

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Similarly, Equity is calling on the government to undertake research assessing the impact of AI in the entertainment industry and performers’ rights. 

Lord Clement-Jones said recent technological developments show that UK copyright and IP legislation is in urgent need of reform.  

“Rapid advances in technology have made AI systems more accessible than ever before, and has the power to positive impact the UK workforce if it is used ethically and responsibly,” he said.  

“However, intellectual property rights urgently need reform. If the UK government really wants to make Britain a global AI and creative superpower, strengthening the rights of performers and other creatives must be at the very heart of its National AI strategy.”

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