SAG-AFTRA's AI Negotiation Strategy: "Make AI Performers as Expensive as Humans"

Chief Negotiator Unveils 'Level Playing Field' Strategy at CES 2026 Ahead of February Talks

Synthetic Performer Cost Parity, AI Training Data Restrictions, Disclosure Requirements Among Key Agenda Items

January 15, 2026 | CES 2026, Las Vegas

▲ SAG-AFTRA National Executive Director Duncan Crabtree-Ireland (right) during an interview at the CES 2026 C-Space Studio

"If synthetics cost the same as a human, they're going to choose a human every time."

Duncan Crabtree-Ireland, national executive director and chief negotiator of SAG-AFTRA, unveiled the union's AI negotiation strategy at CES 2026. Making his eighth appearance at CES, he detailed the union's approach in interviews with Puck's Matt Belloni and C-Space Studio's James Coteki, just one month before collective bargaining with studios and streamers begins on February 9. The core strategy: making AI performers as expensive as human actors. By eliminating cost-saving incentives, the union aims to prevent employers from choosing AI-generated performers over real actors like Emma Stone or Viola Davis.

The Role of Unions: More Important Than Ever

In the C-Space Studio interview, Crabtree-Ireland addressed the role of unions in an era where technology is reshaping everything. "The role of unions is more important than ever, and we are seeing that in the resurgence of interest in the American public in unions," he said. "As corporations become bigger and more powerful, as technology is being deployed by these companies, a lot of times without involvement from their workers, people are saying, 'We really need to join together and stand up for ourselves, otherwise we're just going to get run over.'"

SAG-AFTRA represents not just actors, but also broadcast journalists, musicians, singers, and recording artists. Asked whether he's an optimist about technology building a better world, he replied: "I've been accused of being an optimist, and yes, I am. But I think it's justified optimism." He explained: "AI is not implementing itself, at least not yet. We're designing it, and we're choosing how to use it. So if we can make better choices, then absolutely, I think we can reap the benefits of AI without having to suffer all of the very predictable negative consequences."

Unfinished Business from 2023, Completed in 2025

In the Puck interview, Crabtree-Ireland candidly acknowledged that the union didn't secure sufficient regulations on 'synthetic performances' in the 2023 negotiations. "Frankly, we didn't get as much as I would have liked on the synthetic performance piece," he said, noting that while they obtained notice requirements and bargaining rights, detailed rules were lacking.

However, subsequent contracts have yielded new breakthroughs for SAG-AFTRA. The 2024 contract with major record labels secured provisions requiring the same streaming royalties for tracks using synthetic voices as would have been paid to human singers. The 2025 commercials contract went further, prohibiting the use of synthetic performers as a cost-saving mechanism and requiring 1.5 times session fees plus benefits contributions and other costs when synthetic performers are used alongside human performers.

Synthetic Performances: The Next Frontier

In the C-Space interview, the executive director indicated that the focus of upcoming negotiations will shift to synthetic performances. "Two and a half years ago when we were in the middle of our strike and negotiations, we were really focused on the use of AI to digitally replicate people, and we still are," he said. "But now we're shifting focus towards synthetic performances—the idea of creating a whole performer from a generative AI model as opposed to replicating someone who really exists. It has a whole host of different and really challenging issues."

On the cutting edge of technology, he noted: "We're a lot closer today than we were one year ago, with things like Sora 2, things like Nano Banana being able to generate video with synced audio." However, he added: "We're not there yet, and there is still some protection from what they call the uncanny valley—this idea that you get close to reality, but not quite there, and it's repulsive. But we can't rely on that as long-term protection for the creative world and human creativity."

AI Training Data: "Scraping Without Consent Is Illegal"

When asked about the union's position on using performance data for AI training, the executive director was unequivocal: "It is wrong and we think illegal for companies to scrape content, copyrighted content off the internet and use it to train AI models without permission, without consent, without compensation. That's just flat out." He added: "Are they doing it? 100% yes, they are doing it. And that's why there's all kinds of litigation going on. They ought to be getting permission, and they ought to be paying for it. We stand with copyright owners in fighting that battle."

Another significant achievement in the 2025 commercials contract was securing the first-ever restrictions in a major contract on using members' performances to train AI tools. This was a demand members strongly pushed for in 2023 but did not receive, leading to considerable outcry. The executive director indicated this provision would be a key agenda item in the upcoming studio and streamer negotiations.

"Level Playing Field" Is the Key

Crabtree-Ireland summarized his strategy as creating a 'level playing field.' "In my opinion, if synthetics cost the same as a human, they're going to choose a human every time," he explained, "because the output that humans generate has creativity, soul, and something special to it."

He cited a conversation with director James Cameron: "He doesn't want to direct AI algorithms. He wants to have that relationship with a human performer who can create something special." Addressing potential criticism that this approach might be seen as 'regressive,' he countered: "We're not pushing for them to have to pay more to use synthetic performances. I think if there's a level playing field, that solves this problem, or at least it mitigates it significantly."

The Value of Human Connection: "There Is No Algorithmic Meryl Streep"

When Coteki posed a philosophical question about whether perception changes when we know something was created by AI—whether "two souls are communicating"—the executive director pointed to live performances. "Why do people pay to go to a concert? Why do people want to go see live theater? It's because there's a connection there that's special."

He stated emphatically: "There is no algorithmic Cynthia Erivo. There is no algorithmic Meryl Streep. There just isn't. And I don't think there really ever will be." He added: "When you use an algorithm to generate something, the chance of you getting something truly creative, spectacular, and unique, it's just not there."

He also pointed to how streaming series are promoted: "The kind of social media interactions that the stars and the cast of those projects have really can help drive the success of that project. That's something that's not going to be authentic or really happen with algorithmically generated performances." He cited Wicked as an example where the press tour and influencer aspects were a major part of the media consumed around the film.

Legacy of 2023: 16 Pages of AI Rules

Through the historic 2023 strike, SAG-AFTRA secured 16 pages of detailed rules governing AI use as it relates to performers. "Collective bargaining and unions have been really one of the fastest ways that meaningful, real rules and limitations have been put in place," the executive director noted. "We aren't going to be able to stop AI from happening, but if we fight really hard and use all of our power, we can channel the way that it's implemented in a way that is better and more supportive of human creativity."

One key achievement was securing the right to receive confidential briefings every six months on studios' AI activities and plans. "This has been far more helpful than people realize in helping calibrate how these companies engage with AI, the pace of it, and the way it rolls out," he revealed. In practice, studios are taking these rules seriously—sources report that "anytime AI comes up in any context in meetings, five more people join the meeting," including lawyers and business development personnel.

Digital replication rules were another significant achievement. With digital replicas of deceased actors like Carrie Fisher and Paul Walker already being created, SAG-AFTRA established regulations requiring consent from the performer or their estate. Digital replication for scheduling conflicts or minor adjustments is permitted, but its use as a wholesale replacement mechanism is restricted.

Synthetic Performance Disclosure: New York's Precedent

Crabtree-Ireland emphasized that maintaining a clear distinction between humans and AI algorithms is important not just for the entertainment industry but for society as a whole. "The more we anthropomorphize AI, the more we treat it like it's human—that's where a lot of the worst outcomes from AI are happening," he said. "Chatbots pretending to be human while not actually acting like humans are causing many problems."

He highlighted a bill signed just weeks ago by New York Governor Kathy Hochul at SAG-AFTRA's Manhattan offices. "It's the first bill of its kind to say that when someone creates a commercial using a synthetically generated performance, that has to be disclosed, so that you don't think that it's a human endorsing this product or selling it to you when it's actually an algorithm." He quipped that otherwise, "it's the product endorsing itself."

OpenAI-Disney Partnership and Grok Deepfake Controversy

Regarding the recent Disney and OpenAI partnership announcement, Crabtree-Ireland said it was "faster than expected, but I figured one of the big content companies would be doing something like that." Notably, both companies contacted SAG-AFTRA before the announcement to clarify that "they're not authorizing any licensing whatsoever of human images or human voices of any of our members or anyone else." "This shows they recognize the strength of our concerns and how powerful that is in the marketplace, with public policy officials, and with the public," he interpreted.

While OpenAI's Sora launch sparked copyright infringement controversy, the company subsequently walked it back and worked with SAG-AFTRA to strengthen individual protections in its Cameo feature. "OpenAI has shown probably more concern about the issues we've raised than any other AI company," the executive director noted, while adding, "I wish all AI companies would start from that baseline and move in a better direction."

In contrast, he strongly criticized Elon Musk's Grok AI for allowing deepfake pornography generation on X (formerly Twitter). "When a mainstream AI tool allows this, it sends a signal that this is somehow acceptable," he said, warning of potential liability under the Take It Down Act and other state laws. X subsequently announced it would block Grok from editing "images of real people in revealing clothing, such as bikinis."

Beyond AI: Economic Fairness and Streaming Challenges

In the C-Space interview, the executive director emphasized that AI isn't the only issue. "Basic economic fairness is a huge issue, I think, for everyone in our society, and certainly for our members as well. Their wages are compressed, their work opportunities are reduced, and frankly, there's a lot of work that's been leaving the United States."

The economics of streaming are also having an impact. While the last negotiation achieved the streaming bonus program, changes to exclusivity during hiatus periods, and some health plan improvements, "fundamentally, there are still challenges in that area," he acknowledged. "Streaming means fewer episodes, longer gaps, and it's fundamentally problematic."

Negotiation Timeline and Strike Possibility

SAG-AFTRA and the Alliance of Motion Picture and Television Producers (AMPTP) are scheduled to exchange formal proposals on February 9. This is four months earlier than the June 7 start date in 2023. A second negotiation window has also been scheduled before the contract expires on June 30, in case the initial bargaining period doesn't result in a deal.

Regarding rumors of studio proposals for a five-year deal, he dismissed them: "I'm not going to respond to a non-proposal." On the possibility of a strike, he said: "There is no reason there should need to be a strike, because these companies should come to the table in good faith, as we are. But I certainly am not ruling out a strike."

Of AMPTP's new head Greg, he noted: "I've known him for over 20 years. His approach to negotiations will be different from his predecessor." Greg previously served as executive director of both SAG and AFTRA before representing management in commercials negotiations. "So far, the dealings we've had have been very productive," the executive director assessed.

In a December message to members, Crabtree-Ireland and President Sean Astin stated: "Bargaining contracts is a regular and orderly way for unions and companies to address our working relationships. It doesn't have to be a dramatic process," while adding, "We, of course, remain vigilant."

Warner Bros. Sale and the Future of Theatrical Exhibition

SAG-AFTRA disclosed it is conducting a deep-dive analysis on the potential Warner Bros. sale. "What we want is for the Warner Brothers studio to be as robust as possible, to produce as much content as possible, and to protect theatrical exhibition as much as possible," the executive director said.

He expressed skepticism about Netflix CEO Ted Sarandos's promise to maintain theatrical windows for Warner Bros. films. "I believe that is what he personally wants. But a couple of years from now, if results aren't what the rest of the industry might want, they'll say, 'We tried, and the model evolves,' and do two or three movies in theaters a year while everything else goes to Netflix."

Federal Incentives: Highest Probability in 25 Years

The executive director expressed strong support for federal incentives to keep film and TV production in the United States. "There is a greater chance that could happen now than there has been in the time that I've worked at SAG-AFTRA, which is 25 years," he said. "President Trump is pretty savvy about the industry. He has been a member of SAG-AFTRA in the past"—though he added, "not currently on his dues."

"Actors tend to be the face of these productions, but there is a vast number of small businesses, tech businesses, and all kinds of businesses that depend on these productions," he emphasized. "California, New York, and other places who really listen to that argument and act on it are seeing the benefits."

Future Predictions: Human Connection Will Matter More

Asked about predictions for the future, the executive director said: "I do think that we're going to see, as time progresses, more and more importance put on that human connection. And that's true not just in live performance, but it's also true with respect to advertising, with respect to influencers and digital creators, with respect to even film and television streaming, because there is a connection that takes place with audiences."

He criticized the flood of AI-generated content on some music streaming services: "A lot of people call it 'AI-generated slop.' It's just repetitive. There's nothing special about it. It's just a million variations on the same thing." He added: "What's important is for us to recognize how meaningful it is to all of us to have something really unique, creative, and special, and that's what makes us excited about what we do."

The "Pedro Pascal Rule" and Defining Victory

When asked what would constitute a 'win' in these negotiations, he declined to reveal specific numbers but answered: "Making sure that our members are compensated in a way that's sustainable, that there are more jobs, and that jobs that should be here in the US stay here." He mentioned the ongoing challenges for actors working in streaming series who struggle to make it through hiatus periods: "We made a lot of progress in 2023, but we're not all the way there yet."

Finally, he drew laughs by jokingly proposing a "Pedro Pascal rule" that would prevent the actor from taking more than five jobs a year—a playful way of saying more jobs should go to more actors.

As Coteki wrapped up the C-Space interview with "Human to human, the way it should be," Crabtree-Ireland replied: "Thanks so much, James." He also urged viewers to watch the SAG Awards on March 1.