Hollywood 2023: Artificial Intelligence, Employee Strikes, and a New Order in the Film Industry
The year 2023 marked a historic turning point in the world of film and television. Hollywood was paralyzed by two of the biggest strikes in the last sixty years, when, after decades of accumulated problems and the emergence of artificial intelligence (AI), screenwriters and actors jointly rebelled, demanding better protection of their rights, higher pay, and clear boundaries in the use of new technologies. A study on the outcome of the strike showed that it not only changed working conditions in the USA but also set a standard that would shape the art of film and workers’ rights around the world.
How the Strikes Began: Fears and Demands of Artists
It all started in May 2023, when members of the Writers Guild of America (WGA), dissatisfied with the increasing influence of AI in screenwriting and inadequate protection of their works and earnings, went on strike. The key reasons were:
- Fear of losing creative and economic autonomy – Writers demanded that AI cannot replace humans in screenwriting, that their previous works cannot be used to train AI models without permission and compensation, and that all projects made with the help of AI be transparently labelled;
- Protection of copyrights and identity – AI models often “learn” from existing scripts, which led to a sharp reaction from screenwriters due to the risk of plagiarism and legal uncertainty.
Already in July 2023, actors joined the strike, united through the SAG-AFTRA union. Their demands were similar:
- Control over digital likeness and voice – Actors demanded that their digital replica (likeness, voice, performance) cannot be used without explicit and individual consent and special compensation for each use;
- Fair pay and security, especially for work on streaming platforms –
Actors insisted on a fairer delineation of residual payments for projects on streaming services, as well as improvements to health and pension benefits.
The joint strike of the two unions was a powerful signal not only to Hollywood studios but to the entire global creative industry.
What Was Achieved Through the Agreements?
After months of negotiations and a nearly complete standstill of the industry, at the end of September and the beginning of October 2023, historic agreements were reached:
- Regulation of Artificial Intelligence
AI as a tool, not a replacement – AI cannot independently write or revise scripts, nor be used to create characters without the approval and participation of artists.
Mandatory consent of artists – For every instance of using a digital likeness of an actor or AI-generated text, studios must seek special approval and clearly state the purpose of use; there is no generic, i.e., “perpetual” consent.
Impossibility of permanent transfer of digital identity – A key victory for actors is the prohibition of the so-called “from now until the end of time” clause – every new project requires new, explicit consent and compensation.
- Increase in Pay and Benefits
Increase in base pay – Screenwriters and actors received increases in base fees for several years in advance, as well as special bonuses for exceptionally viewed projects on streaming platforms.
Improvement of benefits – Significant investments in health and pension funds were designated.
Better rights to compensation for streaming – Residuals and bonuses for successful projects were introduced, as well as more secure payment models for international distribution.
- Transparency, Awareness and Collective Protection
Mandatory transparency – Studios are required to clearly label any material in which AI technology was used.
Rights of heirs – Heirs of deceased actors are authorized to approve and charge for every use of a digital replica of the deceased artist.
Oversight bodies for AI – Commission bodies were established to monitor the development and use of AI in the industry, guaranteeing the continuous improvement of rules in line with technological progress.
Long-Term Consequences of the Agreements
The agreements from 2023 not only stopped the immediate damages – they laid the foundations for a new era:
- Standardisation of pay and benefit growth – The success of the strike demonstrated that collective action yields concrete results, and a constant trend of pay increases, better contracts, and strengthened benefits is expected;
- Protection of authenticity and human creativity – The role of artists remains central – AI is strictly limited to the role of a tool, not a replacement for humans, which preserves the “human imprint” of film and television;
- Global impact – The standards set are already being adopted in other countries and industries, strengthening the power of union action and improving workers’ rights beyond Hollywood;
- Continuous revision of rules – The rapid advancement of AI technology will require regular review of contracts to ensure the protection of artists is continuously adapted to new challenges;
- More opportunities for new authors and artists – Better economic conditions, protection of rights, and the need for a greater number of artists open the door to a wider diversity of talent and themes in cinematography.
Conclusion: The Balance Between Technology and Art
The strikes and extremely detailed agreements of 2023 marked a critical moment in the relationship between humans, labor, and advanced technology in creative industries. The art of film gained a new chance to remain authentic and diverse, while workers won rights that protect both their careers and human dignity. At the same time, Hollywood set a precedent for how to responsibly and ethically use technology – for the benefit of art, society, and future generations.
It can be concluded that the agreement reached in Hollywood in 2023 represents a kind of “blueprint” (a model or template) for other industries facing similar challenges related to AI and automation.
Hollywood’s collective agreements, for the first time, clearly regulated the use of artificial intelligence, the protection of workers’ rights, pay and benefit growth, as well as the obligation of transparency and awareness when it comes to new technologies. This precedent has a broader impact because:
- It sets clear rules and boundaries for the use of AI, which shows other sectors how they can responsibly balance technological progress and the protection of human labor;
- It strengthens the position of unions and collective bargaining in an era of rapid changes, which is a message to both employees and employers in other creative, as well as technical, industries;
- It triggers a wave of demands for better working conditions globally – workers in other countries and industries can refer to this model while negotiating their own contracts.
Many experts and the unions themselves have pointed out that the Hollywood agreement is viewed precisely as a test case (blueprint) that will be used for similar negotiations and worker protection in other sectors that are at increased risk from automation, such as publishing, marketing, industrial design, and the IT sector. This model shows how innovations can be directed to protect human creativity and rights, rather than replace or diminish them.
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