Hollywood Launches Campaign Against AI Use in filmmaking
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Over 700 actors, writers, and filmmakers, including prominent figures like Scarlett Johansson, Cate Blanchett, and Joseph Gordon-Levitt, have united in a campaign protesting the unauthorized use of artificial intelligence in filmmaking. The group formally launched their initiative on January 22, 2026, expressing concerns about the potential for AI to undermine their creative work and livelihoods.
Concerns Over AI Replication of Voices and Likenesses
The core issue driving the campaign is the increasing ability of AI to replicate actors’ voices and likenesses without their consent or compensation. This technology poses a direct threat to the intellectual property rights and economic security of performers.
The campaign specifically targets the use of AI to create “synthetic performances” – digital recreations of actors that can be used in films and other media without their involvement. This practice raises ethical and legal questions about ownership, control, and the future of acting.
Such as, in December 2025, a deepfake video featuring Tom Hanks appeared online, falsely endorsing a product. While Hanks publicly denounced the video, it highlighted the ease with which AI can be used to misrepresent individuals. Reuters reported on Hanks’ warning regarding the dangers of deepfake technology.
demands for Regulation and Protection
The coalition is calling for increased regulation of AI in the entertainment industry and stronger protections for performers’ rights. They are advocating for legislation that would require studios to obtain explicit consent from actors before using their likenesses or voices in AI-generated content.
Specifically, the group is seeking guarantees that actors will be fairly compensated for the use of their digital replicas and that they will have control over how their images and voices are used. They also want to ensure that AI is not used to replace human actors entirely.
The Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA) has been a leading voice in advocating for these protections. In November 2025, SAG-AFTRA released a report outlining its concerns about AI and proposing a framework for regulating its use in the industry. The report details specific proposals for consent, compensation, and control over digital replicas.
Industry Response and Ongoing Negotiations
Major studios have acknowledged the concerns raised by the coalition but have yet to agree to specific terms. Negotiations are ongoing between SAG-AFTRA and the Alliance of Motion Picture and Television Producers (AMPTP) to address the issue of AI in future contracts.
The AMPTP has stated that it is indeed committed to finding a solution that balances the interests of both performers and studios, but it has also emphasized the potential benefits of AI for enhancing creativity and efficiency in filmmaking. The AMPTP released a statement on January 23, 2026, outlining its position on AI negotiations.
The outcome of these negotiations will have significant implications for the future of the entertainment industry and the role of AI in filmmaking. The coalition’s campaign has already raised awareness of the issue and put pressure on studios to address the concerns of performers.
