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SAG-AFTRA’s Duncan Crabtree-Ireland On Why Studios And Streamers Are Taking “A More Tempered Approach” To AI
National Executive Director of SAG-AFTRA Duncan Crabtree-Ireland says studios and streamers have become more "cautious" in their approach to using AI.
Creating and reinforcing guardrails around AI is a mission that Crabtree-Ireland connects with personally, as deepfake videos of him began circulating in 2023 at the height of the labor strife and amid the unsettling arrival of ChatGPT. In this conversation with Deadline Business Editor Dade Hayes about his view of AI’s spread throughout the entertainment industry and beyond, Crabtree-Ireland talks about changes in the atmosphere since 2023; studios’ more “cautious” approach to the technology; and SAG-AFTRA’s ongoing efforts to resolve its 10-month strike against video game publishers. I am definitely hearing more notes of pragmatism and measure in the public comments in recent weeks from the likes of Netflix Co-CEO Ted Sarandos and NBCUniversal Entertainment and Studios Chairman Donna Langley.
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