AI in Hollywood: Weekly News, March 14, 2025

The entertainment industry is undergoing a seismic shift as artificial intelligence (AI) continues to reshape the landscape of content creation. From video games to newsrooms, the impact of AI is being felt across all sectors, prompting unions to take decisive action to protect their members’ interests. In this article, we’ll explore the ongoing SAG-AFTRA video game strike and the Writers Guild of America’s (WGA) negotiations with CBS News, both of which highlight the growing concerns surrounding AI in the creative industries.

The Heart of the Dispute: AI Protections

For over seven months, SAG-AFTRA has been locked in a fierce battle with major video game studios over the use of AI in the gaming industry1. The union, representing actors and performers, has taken a strong stance against what it perceives as potential AI abuse in the industry. The crux of the dispute lies in the union’s demand for stricter AI protections, including the right to withdraw consent for AI-generated replicas during strikes and more transparent disclosures about how these digital doubles are used1.

Studios’ Offer vs. Union Demands

The video game companies have put forward a proposal that includes a 15% wage increase for SAG-AFTRA performers, along with enhanced health and safety protections2. They also claim to offer industry-leading terms for AI usage and additional compensation for AI-generated performances2. However, SAG-AFTRA remains unsatisfied, arguing that the studios’ proposals contain alarming loopholes that could leave performers vulnerable to AI exploitation1.

The AI Conundrum

One of the most contentious issues is the potential for studios to reuse past performances without agreed-upon protections5. SAG-AFTRA is pushing for clear AI regulations, including detailed reports on digital replica use and disclosure of whether an actor’s voice is combined with AI-generated content5. The union is particularly concerned about the studios’ alleged desire to use AI-generated replicas during future strikes, effectively undermining the power of collective action1.

Partial Agreements and Ongoing Negotiations

Despite the prolonged strike, some progress has been made. Both sides have agreed that actors must consent to digital replicas based on their performances, and some compensation terms for AI-generated replicas have been established4.However, the devil is in the details, and many payment specifics remain unresolved4.

The Ripple Effect on the Gaming Industry

The strike has already begun to impact the gaming world. Players have reported unvoiced NPCs in popular games like Destiny 2 and World of Warcraft, while other titles such as Call of Duty: Black Ops 6 have had to recast characters2.These disruptions underscore the importance of voice actors and motion capture performers in creating immersive gaming experiences.

Journalism in the Age of AI

While SAG-AFTRA battles it out in the gaming sector, the Writers Guild of America is taking a proactive stance in the news industry. The WGA is currently in negotiations with CBS News, focusing heavily on AI protections for journalists1. This move reflects the union’s recognition of AI as an imminent threat to both journalism and, by extension, democracy itself1.

Learning from Past Victories

The WGA is not new to the AI battle. In 2023, the union went on strike partly over AI concerns in Hollywood, securing historic provisions that included defining a writer as a human1. Now, they’re using their recent contract with ABC News as a model for negotiations with CBS News1. This contract includes crucial AI-related clauses such as:

Mandatory notification to the union before AI implementation
Job protections for permanent staff
The right for journalists to decline bylines on AI-assisted content
A requirement for AI-generated content to meet the same journalistic standards as human-written work1

The Broader Implications of AI in Journalism

The WGA’s concerns about AI in journalism go beyond job security. There are serious ethical considerations at play, including the potential for AI to plagiarize, spread misinformation, and lack the human judgment crucial for responsible reporting1. As AI-generated content becomes increasingly sophisticated, particularly in video and audio manipulation, the task of verification becomes ever more challenging1.

Intellectual Property and the AI Training Dilemma

One of the most pressing issues for both SAG-AFTRA and the WGA is the use of members’ work to train AI systems without compensation1. This raises significant questions about intellectual property rights in the age of machine learning. As AI tools become more advanced, trained on vast libraries of human-created content, the line between inspiration and theft becomes increasingly blurred.

Building a Foundation for Future Protections

Both SAG-AFTRA and the WGA recognize that AI will remain a major issue in labor negotiations for years to come1.The current negotiations and strikes are not just about immediate concerns but are aimed at building a strong foundation for more robust AI protections in the future1. This forward-thinking approach is crucial in an industry where technological advancements often outpace regulatory frameworks.

The Need for Federal Regulation

While unions are doing their best to protect their members’ interests, there’s a growing recognition that comprehensive federal AI regulations are necessary1. Without overarching guidelines, unions can only do so much to safeguard their members against the potential misuse of AI technology1. This regulatory gap presents a significant challenge, as major studios and news companies have been reluctant to address the full financial impact of AI on creative industries1.

Conclusion: Navigating the AI Revolution in Entertainment

As we stand at the crossroads of creativity and technology, the ongoing negotiations and strikes in the entertainment industry serve as a crucial battleground for defining the role of AI in our cultural landscape. The outcomes of these disputes will likely set precedents that ripple far beyond Hollywood and Silicon Valley, influencing how we approach AI in various creative fields.

For screenwriters, actors, and other creative professionals, staying informed about these developments is crucial. The decisions made today will shape the industry’s future, determining everything from job security to creative control and fair compensation in an AI-augmented world.

As the SAG-AFTRA strike continues and the WGA negotiations unfold, one thing is clear: the conversation about AI in entertainment is far from over. It’s a dialogue that will require ongoing collaboration, innovation, and a commitment to preserving the human element that lies at the heart of all great storytelling.

In the coming months and years, we can expect to see more unions and industry organizations grappling with these issues. The challenge will be to find a balance that harnesses the potential of AI while protecting the rights and livelihoods of the creative professionals who bring our favorite stories to life.

As we navigate this new frontier, one question remains at the forefront: How can we ensure that AI enhances rather than replaces human creativity in the entertainment industry? The answer to this question will undoubtedly shape the future of screenwriting, acting, and content creation for generations to come.

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