EXCLUSIVE: Equity and Pact are returning to the negotiating table over artificial intelligence and we can bring you much more on what those negotiations will entail.
After a lengthy stand-off centering on the thorny issue of digital scanning, the actors union and producer trade body will begin negotiating once again over the coming weeks, after what Equity termed an “improved offer” came in from Pact, which nonetheless could still lead to industrial action if the pair fail to strike a deal, Equity says.
Rather than focusing on digital scanning, we understand Equity’s main demand centers on a promise of financial compensation for actors whose likenesses are used to train AI models.
Sources tell us that Equity wants a payout for all actors whose likenesses are used in this way. If a production company sells its back catalog or future content to an AI training company for training large language models (LLMs), then Equity wants all members who appear in this footage to receive a payout. We understand Equity is saying these payments should be backdated.
While we do not know in detail what Pact has offered Equity coming into these negotiations, a spokesman for Pact told us the body, which represents hundreds of UK production companies, has “offered AI terms to Equity’s members that are in line with those demonstrably working in other territories.” Pact negotiators stress that no production company is engaging in the behavior that Equity is targeting for compensation.
“Given the protections also available under UK Data Protection law, it could be said that British actors would have more control over their data and performance than their counterparts in other countries,” added the spokesman of Pact’s offer.
Pact’s spokesman added that the terms include a panel created with Equity to “regularly review production and market innovations,” which would deal “with fast moving AI technological developments and future commercial opportunities.”
The offer has clearly not been enough to win over Equity and have the pair sign on the dotted line, and Equity General Secretary Paul Fleming said last week that industrial action “on upcoming productions” remains a possibility if no deal is struck.
Digital scanning a smokescreen
Equity has at least returned to the table. For weeks, the digital scanning ballot was keeping negotiations on hold. Backed by the vast majority of members including big names like Hugh Bonneville and Harriet Walter, the indicative ballot that could have eventually led to strike action posed the question: “Are you prepared to refuse digital scanning on set to secure adequate AI protections?”
But informed sources from outside of both organizations believe the digital scanning issue was something of a smokescreen, distracting from Equity’s real push for compensation.
In a note to members late last year, seen by Deadline, Pact deputy CEO Max Rumney described the indicative ballot question as “vague,” adding: “We have assured Equity that Pact members are not creating LLMs, and that should any begin to train LLMs on performances to create new content or to sell to third parties for such purposes, that we would come together with Equity to agree commercial terms.”
“To be clear, this is not about outputs, such as altering an actor’s performance, nor is it about training LLMs for production use,” he added.
Pact and Equity have been negotiating for nearly two years over the new set of contracts, with AI one of five key demands alongside the likes of pay, residuals and special stipulations from the streamers. Equity takes heed from American sister union SAG-AFTRA, which struck a deal with U.S. studios in late 2023, symbolically endorsed by Equity, which included AI guardrails.
An Equity spokeswoman said no element of the Pact agreement “is confirmed until the agreement as a whole is confirmed, in its totality.”
“For Equity members, who set the union’s priorities going into negotiations and are involved in the process itself, attaining AI protections is a matter of importance – especially at a time when the technology and its usage is rapidly evolving,” she added.
The next set of negotiations will take place over the coming weeks and it remains to be seen how willing each is to meet the other, or whether there is middle ground to be struck.
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