Equity is calling for greater transparency and protections for artists’ work following the launch of an entirely synthetic actor, Tilly Norwood, generated by AI.
Launched at the Zurich Film Festival at the end of September, ‘AI actress’ Tilly Norwood is the creation of computerized image generation studio Xicoia, overseen by AI company Particle6. Many Hollywood actors have spoken out against the move, calling it “terrifying” and questioning whether a synthetic creation can replace human performances.
Equity is calling for the “Wild West” of AI to end, saying “robust protections must be implemented to ensure artists’ work is not stolen.”
In a public statement, Equity said:
“Equity believes that the creative process is a human prerogative, and generative AI must remain a tool that is used to empower human creators, not replace them.
“We are calling for greater transparency and protections for artists’ work, to ensure that new AI-generated performers like 'Tilly Norwood' do not infringe our members' likenesses, and human artistry is protected at all costs.
“AI-generated performances do not appear from thin air – they are made by digitally imitating real work made by real people. These AI systems have been trained on human likeness and human voices. Sometimes this is done with performers’ permission, but often it is not. This Wild West must end, and robust protections must be implemented to ensure artists’ work is not stolen.
“Equity is supporting a member who believes her image and performance is included in the creation of the new AI actress without her permission. The lack of transparency around this - and so many other - AI creations represent these problems. The industry desperately needs a system of transparency, consent and remuneration to ensure that performers’ rights are respected and upheld.
“As part of our current negotiations with Pact, we are demanding minimum standards in relation to use of AI across the film and television industry. Alongside these critical negotiations, we continue to lobby the UK government to strengthen performers rights so that all artists are protected, including those in other sectors who do not benefit from the safeguards of union contracts.
“Technological advancements must not come at the expense of those who bring art to life.”
