By Duncan Crabtree-Ireland – Artificial intelligence (AI) is reshaping the entertainment industry — along with countless other industries — in ways that promise revolutionary storytelling and creative opportunities. For performers, writers and other creatives, these advances could enable exciting work that was unimaginable a decade ago. However, this bright future is not guaranteed. Whether AI becomes a genuine asset or a tool for exploitation depends on the choices we make right now.

AI technologies are opening new revenue streams and creative possibilities within the entertainment sector and several companies are proving it can be done ethically and collaboratively. The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) recently entered into an agreement with a platform that enables performers to deploy their digital replicas safely and effectively by connecting them with advertisers in an entirely online environment. It ensures talent retains full control over their AI voice models, including fully informed consent and fair minimum compensation. By building these safeguards into the DNA of the creative process of AI tools, Narrativ fosters collaborative relationships that provide new revenue streams while keeping performers in control.

Another company has developed tools allowing filmmakers to seamlessly sync actors’ lip movements with different languages, improving the quality of dubbed films and making global distribution more accessible. Flawless AI secures actors’ explicit informed consent before creating or editing digital replicas of their performances, using its Artistic Rights Treasury (A.R.T.) system to manage rights and ensure compliance. The system will also integrate with standard industry tools such as Avid and Final Cut Pro, making it easier for productions to align with ethical standards. This ensures that actors retain control over their likenesses and are fairly compensated for their contributions, aligning innovation with respect for human talent. These examples highlight innovative companies SAG-AFTRA is working with to ensure the future of AI technology aligns with our mission of supporting and protecting creative professionals.  Read On: