THE MACHINE VS. THE ARTIST

What SAG-AFTRA’s AI Rules Mean For Actors & Filmmakers in 2026

AI isn’t coming for the film industry—it’s already inside your contracts. SAG-AFTRA has been building an AI rulebook across multiple agreements, from TV/streaming to video games and commercials, and those choices will shape how your face, body, and voice can be used.

1. SAG-AFTRA’s AI “guardrails” in one page

SAG-AFTRA says its AI framework is built on three core promises: clear consent, fair compensation, and control over performances.

In practice, that means:

• Your name, image, and voice are treated as rights that must be licensed, not free raw material.
• Any AI recreation of you is supposed to require informed consent, not buried boilerplate.
• Unions are pushing to make it cheaper to hire a human than to rely on synthetic replicas.

Across contracts, SAG-AFTRA has been adding AI protections in the TV/Theatrical deal that ended the 2023 strike, in animation and commercials agreements, and in the newer Interactive Media (video game) agreement ratified in 2025.

2. What “digital replicas” actually are

Newer agreements break AI uses into categories so producers can’t hide everything under vague language.

Key terms:

• Vocal digital replica: An AI-generated version of your voice, trained from your recorded work and used to create new lines you didn’t physically say.
• Visual digital replica: A digital version of your likeness used to generate new shots or performances.
• Independently created digital replica (ICDR): A replica made from non‑union material or by prompting a generative model with your name (for example, a game company asking a tool to “make a voice like X”).

Under the 2025 Interactive Media Agreement, for example:

• These different replica types all require consent and disclosure.
• Producers must track when they use replicas and pay based on output (like per line of AI dialogue).
• Consent has to be “clear and conspicuous,” often in a separate rider that describes what the replica will do and whether it will handle sensitive material.

3. Seedance 2.0: why everyone’s talking about it

In February 2026, SAG-AFTRA publicly condemned Seedance 2.0, a new AI video model, saying it enables blatant infringement of performers’ voices and likenesses and undermines their ability to earn a living.

The union’s position:

• Seedance 2.0 disregards law, ethics, industry norms and consent by allowing unauthorized cloning and mash‑ups.
• It’s being criticized at the exact same time SAG-AFTRA is back at the table negotiating a new TV/Theatrical/Streaming contract, where AI protections are a top priority.

For you, Seedance 2.0 is a case study in what not to do: using AI tools that ingest copyrighted work or people’s likenesses without explicit, documented permission.

4. If you’re an actor: your AI checklist

Before you sign any contract, look for language about “digital replicas,” “AI,” “synthetic performance,” or “simulation.” Then ask three questions:

1. Can they create a digital replica of me?
   Is the contract asking for the right to use your voice or image to generate new material that looks/sounds like you?
2. What do I get paid if they use it?
   Is there separate compensation for AI-generated lines, scenes, or future uses, or is the contract trying to roll everything into a one‑time fee?
3. Can I say no later?
   Does the agreement give you any ability to suspend or revoke consent, especially if the content changes (becomes more sensitive, political, or explicit) or if there’s a labor dispute?

Practical moves:

• Keep a copy of every AI rider you sign and what you were told the replica would be used for.
• If something feels too broad (“any use, in any medium, forever”), ask for narrower language or talk to your rep/union before signing.
• Use SAG-AFTRA’s AI resource pages and explainers to understand your rights and current policy fights.

5. If you’re a filmmaker or producer: how not to get burned

Using AI on your project doesn’t have to mean fighting your cast later—but only if you handle it correctly.

Non‑negotiables if you’re working with union talent:

• Get explicit, written consent before creating any replica, with a rider that describes the use in plain language.
• Budget for AI‑related pay. Many agreements treat AI output as additional work, not a free bonus.
• Avoid gray‑area tools. If a model has been publicly condemned by the performers’ union for unauthorized cloning, using it with performers’ likenesses is both an ethical and legal risk.
• Align your paperwork with union rules. Update your deal memos so AI sections don’t quietly overreach beyond what the union agreements allow.

If you’re non‑union, following these standards still protects you:

• You reduce your exposure to future lawsuits or takedowns.
• You build trust with actors who may join your projects precisely because you’re not cutting corners on AI.

6. Where to learn more

If you want to go deeper than this article, start with:

• Union AI hubs and FAQs explaining their core principles.
• AI bargaining timelines that show what’s already been won and what’s still being fought over.
• Interactive media and digital replica explainers that spell out definitions, consent rules, and pay structures.
• Public statements about tools like Seedance 2.0, which show where the red lines are.

7. The bottom line

AI is not a side issue anymore—it is part of how performance is captured, stored, and reused. The only real question is whether that happens with you or to you.

If you’re an actor, your power starts with reading every AI line in your contracts and refusing to trade your likeness for a one‑time fee. If you’re a filmmaker, your reputation will be built on whether people trust you with their face, their voice, and their future earning potential.

The machine is here. The artists who last will be the ones who learn the rules, push for better ones, and refuse to treat human performance as disposable training data.

Save this, share this with your cast and crew, and make sure the story you’re telling about AI is one you’d be proud to see on screen.