Source: Deadline

Deadline reports that UK broadcasters BBC and ITV are currently in negotiations with the actors’ union Equity regarding the use of artificial intelligence in performance-based media. The talks, ongoing in April 2025, focus on safeguarding performers' image rights, voice replication, and digital likeness from unauthorized AI use.

Equity is advocating for contract clauses that would require explicit consent and compensation for any AI-generated versions of actors. The union is also demanding greater transparency about how AI tools are used in casting, editing, and simulation processes.

The article reflects a growing concern in the entertainment industry about the potential replacement of human performers and the need to update existing intellectual property and labor agreements accordingly.