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Fortune AIPublished: Mar 29, 2026, 04:00 JST1 min read

SAG-AFTRA pushes Hollywood studios to tax AI-generated digital replicas of actors during contract negotiations

SAG-AFTRA pushes Hollywood studios to tax AI-generated digital replicas of actors during contract negotiations

3 Key Points

  1. The actors union is advocating for a 'Tilly tax' on AI-created film characters as part of ongoing contract talks with major studios

  2. AI usage has become a central bargaining point in SAG-AFTRA's pursuit of new protections for its members

  3. The proposal aims to generate revenue for actors whose likenesses and performances could be replicated by artificial intelligence

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