SAG-AFTRA, the union representing Hollywood performers, has reportedly responded to studios' "last, best and final" offer to end the strike, rejecting clauses that would let them re-use AI-created likenesses of high-demand and deceased performers without consent. The union allegedly plans to make a counter-offer that removes the current AI-related language. "They can't have that loophole to exploit performers," a union-side source told The Hollywood Reporter on Monday. "We could not allow that language to stand." THR reports that The Alliance of Motion Picture and Television Producers (AMPTP) proposed to "secure AI scans" for Schedule F performers (union members earning more than $32,000 per TV episode or $60,000 per film).

SAG-AFTRA, the union representing Hollywood performers, has reportedly responded to studios' "last, best and final" offer to end the strike, rejecting clauses that would let them re-use AI-created likenesses of high-demand and deceased performers without consent. The union allegedly plans to make a counter-offer that removes the current AI-related language. "They can't have that loophole to exploit performers," a union-side source told The Hollywood Reporter on Monday. "We could not allow that language to stand." THR reports that The Alliance of Motion Picture and Television Producers (AMPTP) proposed to "secure AI scans" for Schedule F performers (union members earning more than $32,000 per TV episode or $60,000 per film).

An advertiser reportedly used a deepfake of Tom Hanks to promote dental plans without the actor's permission. Hanks shared a warning on Instagram on Sunday alerting his followers about the AI-generated video, which he wrote he had "nothing to do with." Hanks has been outspoken about the challenges AI poses for the industry, and the use of actors' digital likenesses is one of the major points of concern voiced by striking SAG-AFTRA workers. Just last spring, Hanks said in an appearance on The Adam Buxton Podcast that AI and deepfakes present both artistic and legal challenges. "I could be hit by a bus tomorrow and that's it," Hanks said, "but my performances can go on and on and on and on and on, and outside of the understanding that it's been done with AI or deepfake, there'll be nothing to tell you that it's not me."

Metaphysic CEO Tom Graham runs a company that creates authorized "deep fakes" of people using AI. As the industry leader in creating hyperreal content powered by generative AI, Metaphysic champions individual ownership and control of their AI likenesses and biometric data. By leveraging legal institutions and existing law and regulation, Graham, through this submission, demonstrates the increasingly fine line between reality and computer-generated media as he and Metaphysic seek to create, for the first time, a new bundle of intellectual property rights that must be available to any individual in the future. "Generative AI can create content that looks and feels real, and regular people's avatars can be inserted into content by third parties without their consent. This is not right, and we should never lose control over our identity, privacy or biometric data," said Graham, in a statement.