Tom Cruise Joins SAG-AFTRA in AI Negotiations Amid Hollywood Strike

Hollywood superstar Tom Cruise, known for his action-packed performances and stunt work, reportedly stepped up to advocate for fellow actors in negotiations between the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) and major film and TV studios. The talks involved concerns over the use of artificial intelligence (AI) in the entertainment industry, particularly its potential impact on actors’ jobs.

According to the Hollywood Reporter, Tom Cruise participated in a negotiating session in June to address the growing apprehension regarding AI’s role in replacing actors and to express support for stunt performers, who are also part of the 160,000-strong SAG-AFTRA membership. Cruise, famously known for performing his own daring stunts in movies like “Mission: Impossible,” highlighted the significance of protecting the craft and contribution of both actors and stunt professionals.

Neither SAG-AFTRA nor Tom Cruise’s representatives have commented on the matter.
On Friday, SAG-AFTRA officially joined the Writer’s Guild of America (WGA) in picketing against the Alliance of Motion Picture and Television Producers (AMPTP), which represents Hollywood’s major movie studios and streaming services. This marks the first time in 63 years that both writers and actors are simultaneously on strike.

While various points of contention exist in the negotiations between Hollywood’s actors and studios, the debate over AI usage in television and film emerges as one of the most critical and contentious issues.

The AMPTP stated that it had offered actors a “groundbreaking AI proposal that protects actors’ digital likeness.” However, SAG-AFTRA argued that studios seek to exploit AI to replace acting jobs by generating digital likenesses without proper compensation, potentially jeopardizing actors’ livelihoods.

Fran Drescher, SAG-AFTRA’s president, emphasized the importance of an AI policy that works for everyone in a recent press conference. She expressed concerns that failing to establish fair terms could lead to actors being replaced by machines.

The advancements in AI technology have already made the concept of AI-generated versions of actors a reality. Earlier this year, Tom Cruise himself was featured in a series of deepfake videos created by a visual and AI effects artist on TikTok.

Amid the ongoing negotiations, Cruise also urged SAG-AFTRA to allow performers to promote their projects. He cited the financial challenges faced by movie theatres during the Covid-19 pandemic, requesting flexibility in promotional activities.

However, under the union’s current strike rules, actors like Cruise are prohibited from participating in interviews, tours, or promotions for projects backed by major studios. Consequently, Cruise is unable to promote his latest film, “Mission: Impossible – Dead Reckoning,” released in the US earlier this month.