Sean Astin, the actor and current president of the Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA), has issued a public appeal to legendary filmmakers Martin Scorsese and George Lucas, urging them to consider their words carefully when discussing the future of artificial intelligence (AI) in the entertainment industry. Astin, known for his roles in 'The Lord of the Rings' trilogy, 'The Goonies', and 'Stranger Things', has been at the forefront of the union's efforts to navigate the complex implications of AI for performers.
In a recent interview, Astin expressed concern that some high-profile commentary on AI might lack sufficient deliberation. He emphasised the crucial role industry leaders play in guiding audiences through this rapidly evolving technological landscape. His comments come amidst a deepening division within Hollywood regarding AI's integration into creative processes, a debate that has significant ramifications for artists and production teams.
Earlier this year, Martin Scorsese's involvement as an advisor to Black Forest Labs, a company behind the generative AI image creator FLUX, sparked considerable controversy. Scorsese had publicly stated that cinema, as a relatively young medium, must remain open to evolution. However, his stance drew sharp criticism from the Art Directors Guild, which accused him of undermining human artists whose contributions are foundational to filmmaking. The union argued that using generative AI for tasks like storyboarding could bypass the essential work of illustrators, production designers, and graphic artists, potentially built on intellectual property without consent or fair compensation.
Similarly, 'Star Wars' creator George Lucas has championed the adoption of AI, characterising it as an inevitable progression akin to the advent of cars. Lucas posited that AI would simplify the filmmaking process, asserting that resistance to the technology is futile. These perspectives from two of cinema's most influential figures highlight the industry's struggle to reconcile technological advancement with the preservation of human artistry and intellectual property rights.
SAG-AFTRA, under Astin's leadership since September 2025, has spent the past three years actively campaigning for the passage of the 'No Fakes Act'. This proposed legislation aims to establish intellectual property rights that would grant individuals greater control over the use of their voice and likeness, a measure Astin describes as a critical solution to the challenges posed by AI. The issue of AI was a central point of contention during the Hollywood strikes of 2023, where SAG-AFTRA sought robust protections against studios creating and utilising digital replicas of performers without their explicit consent or adequate remuneration.
The ongoing debate is further amplified by recent developments, including the upcoming feature debut of the virtual 'actor' Tilly Norwood in the entirely AI-generated film 'Misaligned'. This contrasts with figures like Guillermo del Toro, who emphatically stated that 'absolutely no goddamn AI' was used in the recent restoration of 'Pan’s Labyrinth'. Meanwhile, 'District 9' director Neill Blomkamp faced scrutiny for his use of AI in a new zombie short film, underscoring the varied and often conflicting approaches to this technology within the industry.