Industrial action on agenda as actors balloted over AI concerns

Thousands of members of actors' trade union Equity are being asked whether they would support industrial action over artificial intelligence protections.

The organisation has launched an indicative ballot among about 7,000 members working in film and TV. Performers are being asked whether they are prepared to refuse to be digitally scanned on set in order to secure adequate artificial intelligence protections.

It will be the first time the performing arts and entertainment trade union has asked this whole section of its membership to vote in a ballot. The announcement follows the Hollywood strikes in 2023, when members of Equity's sister union in the US, SAG-AFTRA, and writers, went on strike over issues including AI.

Video game actors in the US also protested over the use of AI, ending almost a year of industrial action earlier in 2025. Equity's ballot opens on Thursday and runs for two weeks, and will show the level of support the union has for action short of a strike.

Another statutory ballot would have to be made before any industrial action is taken. "While tech companies get away with stealing artists' likeness or work, and the government and decision makers fret over whether to act, unions including Equity are at the forefront of the fight to ensure working people are protected from artificial intelligence misuse," Equity general secretary Paul W Fleming said in a statement.

"If bosses can't ensure someone's likeness and work won't be used without their consent, why should performers consent to be digitally scanned in the first place?" Mr Fleming said the ballot would give members the opportunity to "send a clear message to the industry: that it is a basic right of performers to have autonomy over their own personhood and identity". The union has no choice but to recommend members support industrial action, he said.

"It's time for the bosses to step away from the brink and offer us a package, including on AI protections, which respects our members," added Mr Fleming..