The rise of AI performer Tilly Norwood has ignited significant debate regarding the intersection of Hollywood and advanced technology, prompting a firm response from the actors’ union. Sean Astin, the newly elected president of SAG-AFTRA and known for roles in “Rudy” and “Stranger Things,” has reiterated the union's commitment to protecting its members in the face of such technological advancements. Norwood, a creation of Particle6, garnered widespread attention in late September after reports surfaced that prominent talent agencies were interested in representing her for film and television roles.

Astin emphasized that the discussion around Norwood is not a new challenge for the union. He highlighted the extensive 118-day strike that specifically fought to establish AI provisions and protections for performers, indicating that SAG-AFTRA has been actively engaged in this struggle for a considerable period. Astin affirmed the union’s resolve, stating, “As technology continues to advance at light speed, we’re going to meet the challenge.”

The SAG-AFTRA president also announced that the issue of AI performers will be a key topic in upcoming agreement talks with the Association of Talent Agents (ATA), which represents major firms like CAA, WME, and UTA. Astin underscored the importance of the union's agreement with the ATA, expressing anticipation for a constructive dialogue to ensure mutual support between performers and their agents. He clarified that the central concern revolves around “how our work is exhibited and what kinds of permissions and compensations we get for its use.”

Astin referenced recent legislation signed by California Governor Gavin Newsome, for which SAG-AFTRA provided testimony, as an example of their proactive approach. Regarding the synthetic star, he confidently stated that his union “knows what this is and how to treat it,” signaling a strategic understanding and an intent to leverage their position. Astin concluded by asserting the union's substantial leverage concerning AI, attributing it to the audience’s clear preference for “real human performers in movies, TV shows, animation, video games, audio books and in all the other ways that we represent our members.” These remarks from Astin follow a formal condemnation of Norwood by SAG-AFTRA and widespread outcry from numerous actors, including Emily Blunt, Melissa Barrera, and Lukas Gage.