At the recent Labor Innovation & Technology Summit, a prominent panel discussed the intersection of artificial intelligence (AI) and union contracts, particularly within Hollywood. The event coincided with the Consumer Electronics Show (CES), a significant platform for showcasing emerging technologies, where discussions about AI applications are becoming increasingly prevalent.
Linda Powell, Executive Vice President of SAG-AFTRA, moderated the session titled “Negotiating AI Contracts: How Unions Can Advance All Protections Across Sectors,” and articulated the underlying anxiety among participants. She stated, “The fear of replacement is very real at this moment and in this room,” capturing the apprehensions workers currently face regarding AI's potential to alter their jobs.
Duncan Crabtree-Ireland, National Executive Director and Chief Negotiator of SAG-AFTRA, highlighted the role of CES in identifying trends shaping the future. “CES has helped us identify trends coming down the road and separate the wheat from the chaff,” he remarked, indicating the need for unions to focus their efforts effectively. He referenced the recent hype around non-fungible tokens (NFTs), explaining that labour leaders were able to recognise its decline in popularity among tech enthusiasts.
Crabtree-Ireland stressed the importance of “complete transparency” when negotiating contracts related to AI. He shared a lesson learned from last year, where the failure to publish contract details undermined trust. Moving forward, he argued, unions cannot simply resist technological advancements. “If we’re going to make the most of the leverage of power that we have at unions, we can’t just be against the technology,” he noted, drawing parallels with historical technological breakthroughs such as electricity and the internet.
The introduction of OpenAI's updated version of ChatGPT in 2023 has intensified concerns in the entertainment sector regarding the potential misuse of intellectual property (IP) to train AI. Industry professionals are worried that such practices could undermine the creative work's value and infringe on the privacy of individual members. In light of this, both actors and writers have prioritised AI protections in recent negotiations.
Sam Wheeler, Executive Director of Writers Guild of America East, contributed his perspective, revealing his concern over past misjudgements regarding AI's implications for creative professionals. “We can’t negotiate contracts on autopilot,” he said, acknowledging the necessity of a focused and attentive approach to members' concerns.
Russell Hollander, Executive Director of the Directors Guild of America (DGA), noted that while many within the guild recognise the potential benefits of AI, it remains crucial that the needs of sceptics or critics are also addressed in negotiations. He cited the provision of consultation rights as a vital protective measure in development and application discussions surrounding AI.
Crabtree-Ireland captured the audience’s attention by rejecting the studios’ assertions to “just trust us” in the context of responsible AI deployment. He emphasised the need for contractual protections and illustrated the effectiveness of public accountability when studios falter in their commitments.
The discussion of solidarity among unions emerged as another focal point, particularly in light of recent strikes. Hollander described how shared priorities can streamline negotiations, asserting, “Solidarity doesn’t begin when negotiations fail. Solidarity is something you have to work on every single day.” Crabtree-Ireland echoed this sentiment, observing that the pandemic has fostered stronger collaboration among unions in the entertainment sector.
Overall, the panel underscored the significance of ongoing dialogue between unions and industry leaders as they navigate the complexities introduced by AI technologies. The anticipation of forthcoming negotiations suggests a strategic approach, aiming to mitigate potential risks while harnessing the advantages of technological advancement.
Source: Noah Wire Services