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Insights · AI

AI in Entertainment

AI is already reshaping production, publicity, and talent rights. Here is a quick look at where the technology is live, how regulators and unions are responding, and what you should lock into your process.

February 7, 2026

Digital replica consent is now non-negotiable

Most new SAG-AFTRA agreements require companies to get clear consent and compensation for digital replicas, commercials, and interactive characters before using AI avatars or likenesses, so talent teams lock in the scope of use up front.

Interactive media and games have AI guardrails

The 2023 interactive media addendum projects into episodic series and games, requiring disclosure when synthetic voices or faces replace an actor and ensuring performers can audit how the material is generated.

Studios are investing heavily in AI tooling

Deals show studios are adopting generative systems for everything from storyboarding to casting data, which increases the appetite for clear data rights and compliance.

Risk snapshot

Deepfakes are crossing national lines

Courts and new bills are reacting to unauthorized deepfakes of public figures, so entertainment teams should create a robust takedown and litigation strategy before AI usage spikes.

Politicians keep updating publicity laws

As states pass new publicity legislation and Congress debates national guardrails, brands must treat name/image/likeness as a moving target, especially when AI can reproduce famous voices or avatars without permission.

Action items

  • Label every deliverable that uses AI-generated visuals or audio so the creative team can track inputs and rights holders.
  • Include a procedural review section that requires the vendor to document datasets, human oversight, and mitigation plans.
  • Draft a fallback clause requiring the vendor to pull down any unauthorized synthetic likeness upon notice.

References

SAG-AFTRA digital replica guidelines (opens in a new window)SAG-AFTRA interactive media agreement summary (opens in a new window)IAB AI Accountability for Publishers Act overview (opens in a new window)

Disclaimer: Content on this site, including blog posts and insights, should not be relied upon as legal advice. Laws change frequently and vary by jurisdiction; you should consult with a qualified professional regarding your specific situation.

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