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A clear message has come from British actors against the use of artificial intelligence in the film and television industry. In a poll organised by the Equity union, 99 per cent of members voted against digital scanning on set — a practice that allows studios to preserve the appearance and voice of actors for future use by AI.
The voting result shows the willingness of artists to take union action if clear rules and legal protections for the use of personal data are not established.
Paul Fleming, general secretary of Equity, described artificial intelligence as "the defining challenge of a generation," stressing that artists will not accept the exploitation of their image without control and compensation.
Currently, refusing to scan is not legally protected, but the union has announced that it will begin negotiations with Pact, the organization that represents British manufacturers, to establish new contractual standards. If these talks fail, a formal vote on strike is not ruled out.
Concerns have grown in recent months, with prominent actors such as Hugh Bonneville and Adrian Lester warning that technology risks replacing artists, especially those at the beginning of their careers. The creation of virtual actors with AI has sparked debates about ethics and rights in the creative industry.
Equity's decision is seen as a strong signal not only for Britain, but for the entire global entertainment industry, at a time when AI is fundamentally changing the way films and series are produced.
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