SAG-AFTRA Boss Says AI Takedowns Matter More Than Damages To Performers
According to Deadline, Duncan Crabtree-Ireland, CEO of SAG-AFTRA, speaking at the Web Summit in Lisbon, stated that in the era of deepfakes, performers whose likenesses are misused by AI mostly want the content taken down rather than pursuing damages. He noted that over 90 percent of the time, individuals do not want to enter litigation to make money, but rather want the misuse to stop because they find it wrong. Crabtree-Ireland spoke at a session entitled 'Hollywood’s Identity Crisis', recalling his own experience with likeness misuse during the 2023 member strike, and highlighted the proposed No Fakes Act, which would provide greater control over voice and likeness.