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   Hollywood's AI war cools off
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   Three years after the picket signs, a quieter fight
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              Tuesday, May 5, 2026
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               Three years after the picket signs, a quieter fight
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              Photo by Mario Tama/Getty Images
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               When the 
Writers Guild and SAG-AFTRA walked off the job in 2023, artificial intelligence was on the picket signs. Studios wanted to scan background actors and reuse their likenesses indefinitely. They wanted the right to feed scripts into models that could spit out drafts or do edits on human-written versions. The unions came back with contract language designed to contain it all, and the strikes were, in part, framed as Hollywood's stand against an industry-changing technology.
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               Three years on, Sandra Bullock can stand at an industry summit and tell colleagues
              </span>
              <a data-linktext='to "lean into" AI' data-linktype="Normal" style="color:#168DD9;background-color:#FFFFFF" target="_blank">
               to "lean into" AI
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               , and the line lands more like common sense 
than betrayal.
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               AI joins a crowded list of problems
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               The early resistance was loud. Family Ties star Justine Bateman, who has a computer science degree from UCLA,
              </span>
              <a data-linktext="became the public face of the movement" data-linktype="Normal" style="color:#168DD9;background-color:#FFFFFF" target="_blank">
               became the public face of the movement
              </a>
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               , advising SAG-AFTRA during the 2023 strike and launching a no-AI film festival.
              </span>
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              <br/>
             </div>
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               Even cautious adopters got hammered. The Poker Face star Natasha 
Lyonne announced
              </span>
              <a data-linktext='an "ethical" AI hybrid film' data-linktype="Normal" style="color:#168DD9;background-color:#FFFFFF" target="_blank">
               an "ethical" AI hybrid film
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               and the internet erupted,
              </span>
              <a data-linktext="with one Reddit commenter" data-linktype="Normal" style="color:#168DD9;background-color:#FFFFFF" target="_blank">
               with one Reddit commenter
              </a>
              <span style="color:#000000;background-color:#FFFFFF">
               posting they would rather find out she was a Scientologist. In January, more than 700 actors and creatives, including some of the biggest names in entertainment, backed a campaign called
              </span>
              <a data-linktext="&quot;Stealing Isn't Innovation.&quot;" data-linktype="Normal" style="color:#168DD9;background-color:#FFFFFF" target="_blank">
               "Stealing Isn't Innovation."
              </a>
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              <br/>
             </div>
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              <span style="color:#000000;background-color:#FFFFFF">
               AI is no longer the only thing keeping Hollywood up at night. TikTok and YouTube have continued reshaping where audiences spend their attention. Studios keep consolidating, with Warner Bros. Discovery 
shareholders
              </span>
              <a data-linktext="approving a Paramount megadeal last month" data-linktype="Normal" style="color:#168DD9;background-color:#FFFFFF" target="_blank">
               approving a Paramount megadeal last month
              </a>
              <span style="color:#000000;background-color:#FFFFFF">
               . Production in Los Angeles has cratered, with motion picture and video production employment
              </span>
              <a data-linktext="down 30 percent from its late-2022 peak" data-linktype="Normal" style="color:#168DD9;background-color:#FFFFFF" target="_blank">
               down 30 percent from its late-2022 peak
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               .
              </span>
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              </span>
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              <span style="color:#000000;background-color:#FFFFFF">
               The Writers Guild's
              </span>
              <a data-linktext="new four-year deal, ratified in April" data-linktype="Normal" style="color:#168DD9;background-color:#FFFFFF" target="_blank">
               new four-year deal, ratified in April
              </a>
              <span style="color:#000000;background-color:#FFFFFF">
               , made AI an afterthought rather than a centerpiece. The studios agreed to keep meeting on AI and to notify the guild when writers' work is licensed for training. They did not agree to pay for that training, and the WGA dropped the 
demand.
              </span>
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              <span style="color:#000000;background-color:#FFFFFF">
               What the union fought for instead was health care. The WGA's own health fund is roughly $200 million in the red, forcing the union to negotiate higher premiums and deductibles in its new contract. They also got their "success bonus" for hit streaming shows to go higher. TV staffing minimums, the other big win from 2023, were preserved. Writers picked their fights. AI was not the one they picked.
              </span>
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              <span style="color:#000000;background-color:#FFFFFF">
               It has also helped that AI has not lived up to the existential fear. Merriam-Webster
              </span>
              <a data-linktext='picked "slop" as its 2025 word' data-linktype="Normal" style="color:#168DD9;background-color:#FFFFFF" target="_blank">
               picked "slop" as its 2025 word
              </a>
              <span style="color:#000000;background-color:#FFFFFF">
               of the year, defining it as low-quality digital content produced by
AI. People hate it. Hollywood has started to understand its own value, which is that audiences can tell the difference.
              </span>
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               Better guardrails and quieter battles
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               Another thing that has helped is that guardrails actually arrived. YouTube announced that
              </span>
              <a data-linktext="its likeness detection tool" data-linktype="Normal" style="color:#168DD9;background-color:#FFFFFF" target="_blank">
               its likeness detection tool
              </a>
              <span style="color:#000000;background-color:#FFFFFF">
               , originally piloted with CAA in late 2024, is now open to any actor, 
athlete, or creator who wants to upload their face and request takedowns of deepfakes.
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              <span style="color:#000000;background-color:#FFFFFF">
               Stars are pursuing individual protections too. Matthew McConaughey
              </span>
              <a data-linktext="filed a series of 
trademarks" data-linktype="Normal" style="color:#168DD9;background-color:#FFFFFF" target="_blank">
               filed a series of trademarks
              </a>
              <span style="color:#000000;background-color:#FFFFFF">
               in January covering his image, video, and audio likeness, and Taylor Swift followed with applications for two voice clips and a stage image, a use of trademark law that has not been tested in court before.
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              <span style="color:#000000;background-color:#FFFFFF">
               There is also the question of which AI tools the industry is actually adopting. Ben Affleck
              </span>
              <a data-linktext="sold his AI startup to Netflix in March" data-linktype="Normal" style="color:#168DD9;background-color:#FFFFFF" target="_blank">
               sold his AI startup to Netflix in March
              </a>
              <span style="color:#000000;background-color:#FFFFFF">
               , and the company was not in the business of generating video from prompts. It built models for post-production tasks like fixing missing shots and lighting inconsistencies, the kind of unglamorous work that solves real problems without trying to 
replace anyone on set. Netflix bought it because that is the layer where AI is currently useful and currently uncontroversial.
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              <span style="color:#000000;background-color:#FFFFFF">
               None of this is new behavior. Every wave of new technology produces a faction ready to die clutching its typewriters and practical effects, and another quietly working out how to do things faster or cheaper. Sound, color, CGI, digital editing, streaming. The split is familiar. So is the eventual 
integration.
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              <span style="color:#000000;background-color:#FFFFFF">
               Things may yet change. A model may someday write a heartfelt sequel to Casablanca, perform every role, and edit it together. The current generation cannot. It fixes lighting. It flags deepfakes. That is the AI Hollywood has decided it can live with.
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