Generative artificial intelligence (AIGC) technology has set off an upsurge in the world. For the film and television industry, there are also many hidden worries and problems. Among them, actors worry that AI may be used to copy their voices and portraits, just like the plot in the TV series “Black Mirror”. Therefore, the portrait right controversy caused by AI has also become the focus of discussion among international film and television stars.

Hollywood, the center of the global film and television industry, recently experienced the worst strike wave in 63 years, falling into a historic shutdown. After the WGA shutdown for more than two months, the Hollywood actor union organization SAG-AFTRA also joined the front . In addition to the demand for salary protection, this strike action is also regarded by the outside world as the first collective action to resist the threat of AI.

Recently, many well-known actors have expressed their support for the strike. Margot Robbie, the heroine of the movie “BARBIE”, also emphasized when she attended the event a few days ago: “I am a member of the union, so I will definitely support them.”; Matt Damon also said at the premiere of “Oppenheimer” that he must hold out until a deal that is fair to the actors can be reached.

This negotiation and struggle focused on the new issues brought about by the current Internet era, especially the distribution of benefits brought by streaming media platforms such as Netflix, Disney, and Amazon, and the impact of AI technology on film and television production.

SAG-AFTRA, the Hollywood actor union organization, officially went on strike late last Thursday night, and all members immediately put down all their jobs and joined the strike front led by the Writers Guild of America (WGA) in May. SAG-AFTRA is one of the important labor unions in Hollywood, with 160,000 actors and actresses, including many well-known superstars, Oscar winners and actresses, including Tom Cruise, Angelina Jolie, Jennifer Lawrence, Meryl Streep, etc. In addition to actors, it also includes dancers, stuntmen, extras, and behind-the-scenes personnel such as voice actors and narrators.

What is the controversy about AI?

In recent years, discussions about artificial intelligence (AI) threatening the livelihood of actors and screenwriters are also one of the main reasons. Under the threat of AI development, the Hollywood film industry has also become the hardest hit area.

SAG-AFTRA pointed out that this year, the fifth and final film in the classic Hollywood adventure film “Indiana Jones” (Indiana Jones) series has gained great popularity. The film uses AI technology to let the audience see what the 80-year-old actor Harrison Ford looked like when he was young. However, it has not yet been determined whether actors will benefit from these “digital beings”. Therefore, it also draws the actors’ attention to how to control their digital portraits in the future.

They also hope that strict measures can be enacted to protect employment opportunities and prevent unauthorized use of actors’ images and simulated voices created by AI.

For screenwriters, they believe that producers and platform companies may use AI to produce script content to replace their own work and save money, thereby reducing the income that screenwriters can obtain.

What are the requirements for the streaming platform?

In addition, the proliferation of streaming platforms affecting the distribution of benefits has become a long-term factor and a focal issue, leading to strikes by actors and screenwriters. Among them, streaming platforms have had a serious impact on the income structure of actors. Not only do they have no box office revenue, they also cannot bring box office dividends to actors, but this was originally the main source of income for many first-line actors.

Nowadays, most dramas are shown on streaming platforms, and mini-series dominates. From the perspective of screenwriters and actors, it is impossible to get rebroadcast fees (also known as secondary compensation, Residual Payment) after being broadcast by TV stations as in the past. In the past, when the works of actors were broadcast on traditional platforms, the actors could get income, and each rebroadcast had income; however, according to media, if the current streaming platform rebroadcasts, the actors can only get less than the traditional media. 3% of income.