Equity Union Vows Mass Action Over AI's Unauthorized Use of Actors' Likenesses

The performing arts union Equity is poised to launch significant direct action, threatening widespread protests and legal challenges against tech and entertainment firms. The union alleges that companies are increasingly using actors' images, voices, and likenesses in AI-generated content without obtaining proper consent or providing fair compensation, leading to a surge in member complaints regarding copyright infringement and data misuse.

Key Takeaways

• Equity plans to coordinate mass data requests to compel companies to disclose AI data usage.

• The union is supporting a Scottish actor who believes her image was used to create an AI character.

• AI-generated voice replicas are a primary concern for Equity members.

• Equity aims to leverage individual data rights to push for collective bargaining on performer rights.

Escalating AI Concerns

Equity's general secretary, Paul W Fleming, announced the union's intention to orchestrate a coordinated wave of data requests. This strategy aims to force companies to reveal whether they have utilized members' personal data in AI-generated material without explicit permission. Fleming stated that this tactic is designed to make it prohibitively difficult for resistant tech companies and producers to avoid negotiating collective agreements on performers' rights.

A Specific Case of Alleged Misuse

The union is currently backing a Scottish actor who claims her likeness was used to create Tilly Norwood, an "AI actor" developed by the AI talent studio Xicoia. The actor, Briony Monroe, believes her image and even her mannerisms were replicated without her consent. While Xicoia has denied these claims, stating Tilly Norwood was created from scratch, Equity is taking the concerns seriously. Liam Budd, industrial official for recorded media at Equity UK, confirmed that the production company Particle6, which launched Xicoia, is engaging with the union to address these issues.

The Broader AI Landscape

Most complaints received by Equity thus far have centered on AI-generated voice replicas, a technology that has become more accessible due to its lower data requirements. However, the emergence of wholly synthetic actors like Tilly Norwood presents a new frontier of challenges for the industry. Equity has been in discussions with Pact (Producers Alliance for Cinema and Television) for over a year regarding AI, copyright, and data protection. Fleming highlighted that many companies are using AI trained on data with unclear provenance, often outside existing copyright and data protection frameworks, which he deems unethical and reckless.

Industry Pressure and Future Negotiations

While industry bodies like Pact acknowledge the need to adopt AI technology to remain commercially competitive, they also face a lack of transparency from tech companies regarding the data used to train foundational AI models. Pact's deputy chief executive, Max Rumney, noted that these models have been trained on existing film and program content without permission. Equity's strategy of leveraging individual data protection rights, which mandate a one-month response time for subject access requests, is intended to create significant administrative pressure on companies unwilling to negotiate transparently and ethically with performers.