Unions Brace for Pivotal Contract Talks Amid AI and Synthetic Actor Concerns

In the lead-up to the upcoming contract negotiations between Hollywood studios and above-the-line unions, the impact of AI and the recent debut of synthetic actress Tilly Norwood are set to be major points of discussion. According to entertainment and technology lawyer Jonathan Handel, the unions did not address the issue of synthetic characters in their last round of negotiations, and it is likely to be a key focus this time.

Another area of concern is the digital scanning of human actors, which raises complex legal questions around the use of their likenesses in film and TV projects. Mishawn Nolan, managing partner of an intellectual property law firm, notes that while production companies often seek to quickly turn around talent agreements, the evolving nature of technology and copyright issues requires more careful consideration.

Experts warn that the traditional business models and practices in the entertainment industry may no longer be viable in the face of rapid technological advancements. The use of generative AI tools in production, the potential use of unproduced screenplays to train AI models, and the challenges of determining copyright infringement are all issues that will need to be navigated.

As the industry grapples with these emerging challenges, the upcoming contract negotiations between unions and studios are poised to be pivotal in shaping the future of the entertainment landscape.