As AI makes its way into movies, Duncan Crabtree-Ireland is fighting for actors’ rights

Duncan Crabtree-Ireland, the executive director of the Screen Actors Guild – American Federation of Television and Radio Artists, has come a long way from his early days as a Los Angeles County prosecutor to become one of Hollywood's most influential behind-the-scenes players. He has been a key figure in advocating for actors' collective rights and has been leading the union since joining in 2000. Crabtree-Ireland faces a significant challenge with the rise of AI, which threatens to recreate actors' performances without their involvement. He has been working to address this issue through legislation, including two AI regulation bills signed by California Governor Gavin Newsom, which require explicit consent and clear contract language for AI-generated replicas of performances. SAG-AFTRA has also supported the passage of AI-related bills in other states, including Illinois and Tennessee, and is advocating for federal legislation. Crabtree-Ireland's approach to addressing AI is pragmatic and focused on consent rather than prohibition, and he has been navigating the complex issue of AI in the entertainment industry. The union is currently negotiating with video game publishers after going on strike in July, with AI being a key issue in the negotiations. Crabtree-Ireland is taking a careful and strategic approach to the negotiations, prioritizing certain battles over others and pushing for informed consent from performers. He believes that AI should be implemented in a way that is human-centered and augmentative, rather than replacement-focused. Overall, Crabtree-Ireland's goal is to ensure that any implementation of AI in Hollywood is done with the informed consent of performers, and he will continue to work towards this goal through legislation and negotiations.