The UK's leading performers' union has declared war on the unauthorised use of actors' images in artificial intelligence-generated content, threatening the most significant industrial action in its history.
Direct Action Looms Over AI Exploitation
Equity, representing over 47,000 creative professionals, has served notice to production companies and streaming platforms that it will sanction mass direct action unless they cease using performers' likenesses in AI systems without permission or payment.
The union's general secretary, Paul W. Fleming, delivered the stark warning following emergency meetings with members who reported discovering their images being used to train AI models or generate synthetic performances.
"Digital Resurrection" Without Consent
Actors have described discovering their digitally replicated selves performing in advertisements, background scenes, and even speaking roles they never auditioned for. One performer reported seeing a younger version of themselves created through AI to avoid paying for ageing makeup.
"We're witnessing the digital resurrection and exploitation of performers without their consent," Fleming stated. "This isn't just about payment - it's about fundamental rights over one's own image and livelihood."
The Union's Three Non-Negotiable Demands
- Explicit consent for any use of a performer's image in AI systems
- Negotiated compensation reflecting the commercial value of digital replicas
- Transparent labelling of all AI-generated performances
The threatened action could include targeted protests at production sites, social media campaigns naming offending companies, and coordinated work refusals involving thousands of performers.
Industry at Crossroads
This confrontation places the UK entertainment industry at a critical juncture, balancing technological innovation against workers' rights. With AI capabilities advancing rapidly, the outcome of this dispute could set precedents affecting creative professions worldwide.
Equity has established a dedicated AI taskforce and is preparing to escalate actions throughout autumn 2025, signalling that performers will not quietly accept being replaced by digital ghosts of themselves.
