SAG-AFTRA’s newly elected president Sean Astin is taking a firm stance on AI performer Tilly Norwood, the synthetic actress created by Particle6 that has attracted interest from major talent agencies. The union plans to address AI representation directly with the Association of Talent Agents during upcoming negotiations, signaling an escalation in Hollywood’s battle over artificial intelligence compensation and performer protections.
What you should know: Astin emphasized that SAG-AFTRA has been preparing for AI challenges long before the Tilly Norwood controversy emerged.
- “We had a 118-day strike, fighting very hard to put AI provisions and protections in place. The teams at SAG-AFTRA have been in this fight for longer than people might realize,” said Astin, the actor known for “Rudy” and “Stranger Things.”
- The union will address the matter directly with the Association of Talent Agents, which represents major firms like CAA, WME and UTA, during upcoming agreement talks.
Why this matters: The Tilly Norwood case represents a potential precedent for how AI performers could compete with human actors for traditional entertainment industry roles.
- Particle6’s AI actress sparked widespread controversy in late September when the company announced that notable talent agencies were interested in representing her for film and TV work.
- The incident prompted formal condemnation from SAG-AFTRA and outcry from dozens of actors, including Emily Blunt, Melissa Barrera, and Lukas Gage.
The union’s leverage strategy: Astin believes SAG-AFTRA holds significant negotiating power because audiences prefer authentic human performances.
- “With regard to AI, we have an extraordinary amount of leverage, because the audience wants to see real human performers in movies, TV shows, animation, video games, audio books and in all the other ways that we represent our members,” Astin said.
- The union is also supported by recent California legislation signed by Governor Gavin Newsom, for which SAG-AFTRA provided testimony.
What they’re saying: Astin stressed that compensation and permission structures remain the core issues in AI negotiations.
- “The real issue at play is how our work is exhibited and what kinds of permissions and compensations we get for its use,” he said.
- Regarding agency relationships, Astin noted: “We performers rely on our agent’s judgment and their good work and their sincerity, and they rely on our talent and our marketability.”
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