At Web Summit, SAG-AFTRA CEO tells why around 10 to 15 percent of membership wants AI blocked

Members’ views on AI

Crabtree-Ireland spoke at Web Summit on Thursday with Dan Neely, co-founder and CEO of AI licensing and protection platform Vermillio. Asked what share of SAG-AFTRA’s 160,000 members wanted AI entirely obstructed, he estimated 10 percent, perhaps 15 percent.

He said some members are angry the union is not trying to stop AI. At the same time, Crabtree-Ireland described a broader willingness to coexist with the technology if basic rules are established.

Consent, control and compensation

Crabtree-Ireland identified consent, control and compensation as three principles for using AI in entertainment. He said those protections should apply when someone’s image is used. He also said some members want AI tools to augment their work, while opposing replacement. He described the goal as giving artists the opportunity to create, with tools that can help expand their creativity.

Creativity and human experience

Crabtree-Ireland pointed to the human spark of creativity as a reason for protecting performers and other artists. He recalled a writer’s sign from the 2023 strike that said ChatGPT does not have childhood trauma.

He argued that copying human experience through training does not necessarily produce the same creative spark. He also noted that making a living as an artist is difficult, while many pursue the work because they love creating.

Tools to manage digital replicas

Neely said Vermillio can detect unauthorized uses and set conditions for permitted ones. Its guardrails product lets people define what can and cannot be made with their material.

The platform takes in content from major rights holders, including music labels, studios, book publishers and talent. Neely said it uses metrics to assess how much a voice or likeness resembles different people, and the company expects more clarity on that issue in the next 12 months.

Legislation under discussion

The conversation also addressed the proposed NO FAKES Act, which stands for Nurture Originals, Foster Art, and Keep Entertainment Safe Act. The U.S. federal legislation is in process and is designed to protect people’s voices and visual likenesses from unauthorized digital replicas.

The discussion included the possibility of similar protections in the U.K. Crabtree-Ireland said the fight for ethical AI use is ongoing.