The union representing UK actors, dancers, and stunt performers has announced a crucial vote that could lead to industrial action over the use of artificial intelligence in film and television.
Ballot Opens Over AI Protections
Equity, the performers' union, will hold an indicative ballot of its members from 4 December to 18 December 2025. The vote will ask members if they are prepared to refuse to be digitally scanned on set unless they receive adequate safeguards against the misuse of their likeness by AI technology.
The union stated the ballot gives members a chance to send a clear message to the industry about protecting their fundamental rights. This move comes amid ongoing negotiations with producers over new minimum pay and conditions.
Negotiations Stalled on AI Training
Equity is currently in talks with the Producers Alliance For Cinema And Television (Pact), which represents independent production companies. The discussions aim to establish a new collective agreement covering pay, terms, and conditions.
A critical sticking point remains the protection of performers' rights concerning digital replicas and synthetic performers generated by AI. The union claims its demand for protections around using recorded performances or digital scans to train AI systems has been left "unaddressed" by producers.
A Fight for 'Autonomy Over Personhood'
Paul W Fleming, Equity's General Secretary, launched a strong critique of the current situation. "While tech companies get away with stealing artists' likeness or work, and the Government and decision-makers fret over whether to act, unions including Equity are at the forefront of the fight," he said.
Fleming emphasised that union-negotiated agreements are the primary tool to ensure performers' AI rights are protected. He expressed disappointment that Pact has not yet agreed to safeguards regarding AI training.
"If bosses can't ensure someone's likeness and work won't be used without their consent, why should performers consent to be digitally scanned in the first place?" Fleming questioned.
He framed the ballot as a defence of a basic right: "to have autonomy over their own personhood and identity." While stating that nobody desires further instability in the industry, Fleming said the inadequacy of the current deal left Equity with no choice but to recommend members support industrial action.
The ballot result will indicate the level of support for action short of a strike. It is not legally binding and would not provide legal cover for members who individually refuse a digital scan. However, a strong 'yes' vote would significantly strengthen the union's hand in its negotiations with producers.
