Equity Demands AI Data Rights for Performers
As artificial intelligence (AI) continues to reshape the entertainment industry, Equity, the UK trade union representing performers and creatives, has issued a strong call to action for industry leaders. The union has demanded enforceable data rights to safeguard the voices, likenesses, and digital representations of performers in this rapidly evolving technological landscape.
AI tools are increasingly being used to replicate and manipulate human performances, with the potential for creating synthetic voices, avatars, and even entirely virtual performances. While these advancements bring exciting opportunities for innovation, they also present significant risks for artists whose work may be exploited without consent or adequate compensation. For example, AI could replicate a performer’s voice or likeness indefinitely, potentially undermining the need for the artist’s direct involvement in future productions.
To address this, Equity is advocating for clear regulations that ensure artists retain ownership over their digital selves. This includes establishing frameworks for explicit consent and compensation agreements before any use of AI-derived work. Additionally, the union is pushing for collective agreements that prioritize the rights and protections of performers, preventing any individual from being pressured into unfavorable or exploitative arrangements.
One of Equity’s key concerns is the lack of safeguards in existing legal and contractual structures to handle the implications of AI. Without these protections, the industry risks perpetuating imbalances in power and compensation, further marginalizing artists. Equity also underscores that this issue extends beyond compensation—it is a matter of creative control and ensuring that performers have a say in how their likeness or voice is used.
This call for action coincides with broader global debates on AI ethics and intellectual property. Equity’s stance highlights the need for an industry-wide commitment to fair practices as the lines between human artistry and machine-driven creations blur.
By urging entertainment companies to prioritize the human behind the digital asset, Equity emphasizes that protecting performers’ data rights is not just about technology—it’s about valuing the individuals who breathe life into the art itself.
