Film and TV performers’ union see landslide 99% vote for industrial action if necessary over AI

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Film and TV actors have overwhelmingly voted in favor of refusing to allow themselves to be digitally scanned for use by artificial intelligence. In a recent Equity union ballot, 99% of performers voted ‘yes’ to protect themselves from the potential misuse of their likenesses.

Okay, so Equity, the performers’ union, recently held a vote, and a huge 75% of their members participated! But here’s the thing – it wasn’t a strike vote, exactly. It wasn’t legally binding, meaning it doesn’t automatically allow them to walk out. Think of it more as a really strong show of hands. They wanted to demonstrate just how many performers are seriously concerned about protecting their rights when it comes to AI being used in the industry. It was about sending a clear message about the strength of feeling on the issue.

Equity, the union for performers, is currently discussing its agreements with Pact, which represents most UK film and TV production companies. These talks aim to establish basic minimum requirements for pay and working conditions for actors and other performers in the industry.

Equity has informed Pact that they must reopen negotiations and offer improved terms regarding the use of artificial intelligence. If Pact refuses, Equity will begin the process of holding a vote among its members to determine if they will take strike action.

Equity’s General Secretary, Paul W Fleming, revealed the ballot results at 1pm on Thursday, December 18th, at the union’s Covent Garden headquarters.

Following the vote, Fleming stated that artificial intelligence presents a hugely significant challenge for our time. He also noted that, for the first time in decades, Equity’s film and TV performers have demonstrated their readiness to take action to protect their interests.

As a movie and TV reviewer, I’ve been following the industry negotiations closely, and it’s become clear just how much relies on these core agreements – we’re talking about 90% of what gets made! What’s really interesting is that over three-quarters of the people actually making these shows are union members. That sends a powerful message: the creative workforce is prepared to really shake things up if their value isn’t recognized, and if years of declining standards in pay and working conditions aren’t addressed. It’s a stand for respect and fair treatment, and it’s clearly something they’re willing to fight for.

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US streaming services and PACT need to de-escalate the current conflict and acknowledge the strong opposition they’re facing. They must establish robust AI safeguards that go beyond simply copying the protections achieved during the SAG-AFTRA strike in the US over two years ago – these new protections need to be genuinely improved and more comprehensive.

We’re hopeful this dispute can be settled through discussion, but after a year and a half of talks, we’ve reached a standstill. If PACT and the producers are willing to consider new AI guidelines, make substantial progress on royalty payments, and update their working terms, we believe a resolution is possible. When negotiations resume in January, it will be up to them to move things forward.

As Fleming points out, this follows strikes by entertainment workers in the US in 2023, largely focused on securing protections against the risks of artificial intelligence.

This follows recent criticism of Particle6’s announcement about Tilly Norwood, a digital ‘actor’ created using artificial intelligence.

Authors

James HibbsDrama Writer

James Hibbs writes about TV dramas for TopMob, covering shows on streaming services and traditional channels. Before becoming a writer, he worked in public relations, first at a business-to-business agency and then at Fremantle, a global TV production company. He has a bachelor’s degree in English and Theatre Studies, as well as a journalism diploma.

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2025-12-18 19:34