Arts and Culture

Labour leaders: Artificial intelligence must serve human creativity, not replace it

Impressions from the World Economic Forum Annual Meeting 2025 in Davos-Klosters, Switzerland 20 January 2025. Copyright: World Economic Forum/Ciaran McCrickard

Artificial intelligence must serve human creativity, not replace it. Image: World Economic Forum

Duncan Crabtree-Ireland
National Executive Director and Chief Negotiator, Screen Actors Guild-American Federation of Television and Radio Artists
This article is part of: World Economic Forum Annual Meeting
  • AI is revolutionizing entertainment — and many other industries — creating new possibilities for storytelling and creativity.
  • But whether AI becomes a genuine asset or a tool for exploitation depends on the choices we make right now.
  • Collective action could protect creativity and fosters responsible innovation.

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.

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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.

The idea that labour groups want to clamp down on artificial intelligence to halt progress is a misconception. We don’t want to stop innovation; we want to be part of guiding it. SAG-AFTRA represents over 160,000 members in film, television, broadcasting, commercials, music, video games and more. Our aim is for technology to support, not sideline, human talent. After all, AI doesn’t invent culture on its own — it learns from the ideas, artistry and hard work of real people. Without proper safeguards, competitive pressures could lead companies to exploit these digital tools to replace human creativity without securing informed consent, giving credit or paying compensation where it’s due.

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This is why strong, enforceable standards and sensible policies are essential. We must protect the rights and livelihoods of the people who power the creative process. No performer should have to compete against their own digital double for their next role or lose control over how their voice, image or performance is used. Through determined collective action, we’ve already secured crucial protections: our 2023 TV/Theatrical contract established groundbreaking AI guardrails in the entertainment industry that require explicit, informed consent and fair compensation for the creation and use of any digital replicas of our performers.

Our momentum is building. Recent laws in California and New York require informed consent, transparent contracts and extend rights to protect performers and their heirs after death. On the federal level, the proposed NO FAKES Act would prevent the unauthorized use of a person’s voice, likeness, or identity, whether for commercial purposes or in ways that could cause harm or deception. SAG-AFTRA has successfully negotiated agreements with numerous companies that embrace fair AI standards, demonstrating that innovation and respect for talent can — and must — go hand in hand.

The intensifying public conversation on AI goes beyond curiosity or concern; it reflects growing recognition of what’s at stake for human creativity and labour rights in the digital age. This collective awareness is crucial for holding industry leaders accountable and pushing for responsible innovation. By standing together, we can ensure technology amplifies — rather than undermines — the human element that gives our stories their power.

We need bold, principled leadership from policymakers and sustained public engagement to shape AI’s role in entertainment and beyond. At SAG-AFTRA, we are committed to creating an environment where human creativity isn’t reduced to becoming data for AI training but continues to be the driving force and creative spark of our industry. The path forward isn’t about resisting innovation but harnessing it wisely to build a future where technology serves human artistry, dignity and economic security, not the other way around.

We are committed to creating an environment where human creativity isn’t reduced to becoming data for AI training but continues to be the driving force and creative spark of our industry.

The World Economic Forum has proven pivotal in advancing these efforts, offering a space where government, labour and business can talk openly, including not only the companies developing AI technologies, but also the businesses looking to deploy that technology across the economy. This unique environment fosters open dialogue and provides an important opportunity for the voices of creative professionals to be heard by the people shaping AI’s future.

Through the Forum’s initiatives, we’ve been able to spotlight the need for ethical and respectful AI deployment while fostering partnerships that prioritize consent, transparency and fairness. I believe this collaboration will continue narrowing the gap between labour and technology developers, creating opportunities for mutually beneficial solutions that support innovation and workers’ rights. By participating in this global forum, we are part of the conversation and contribute to setting international standards for AI use, ensuring that human creativity remains at the core of technological advancements.

The decisions we make today about artificial intelligence will resonate globally, shaping not only the future of creative industries but also setting precedents for ethical practices in other sectors. These choices will impact international collaborations, cross-border productions, and the global framework for how AI integrates with human creativity. By establishing strong protections in the US entertainment industry, we're helping set international standards for how AI can be deployed ethically across all sectors. The time to act is now.

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