Now that the recent 118-day actors’ strike is becoming a distant memory, the SAG-AFTRA union is gearing up for new negotiations with studios on February 9th, this time focusing on the growing challenge of artificial intelligence. Their proposed “Tilly Tax” is a creative attempt to address the issue. While it doesn’t solve the core problem, the union is responding to the fact that AI-generated performers are becoming increasingly common and are likely here to stay.
The “Tilly Tax,” named after digital performer Tilly Norwood, suggests that studios using AI actors instead of real people could be required to contribute to a fund for actors’ unions. While studios anticipated resistance to using AI to replace human actors, the recent 2023 strike failed to prompt meaningful change, making future negotiations to address these concerns seem unlikely.
Tilly Norwood, an AI performer created by Eline van der Velden and her company Xicoia, is already causing waves in the entertainment industry. Originally developed for a comedy sketch called “AI Commissioner,” Tilly quickly showed potential, even attracting interest from talent agencies. While Tilly Norwood doesn’t fully address the issues that led to the 2023 SAG-AFTRA strikes, the limited progress made during those negotiations highlighted the ongoing challenges of streaming, royalties, and residuals – concerns that the union continues to address.
It’s not ideal, but according to Brendan Bradley, a member of the union’s AI task force, it’s the best option we have right now for 2026.
Will the Tilly Tax Hold Off Another Strike?
SAG-AFTRA
One of the biggest issues for writers and actors is getting fair payment when shows are streamed. Kate Bond, a union leader involved in the 2023 strike, explained they want streaming services to pay the same amount as traditional television residuals – the money earned when a show is re-aired.
After the 2023 strike ended with actors accepting bonuses instead of fair long-term payments, expectations are low for the current negotiations, which must happen before the contract expires on June 30th. While SAG-AFTRA hasn’t mentioned another strike, studios’ continued use of AI to create performances is putting actors in a difficult position.
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The main goal of current negotiations is to improve residual payments for actors. Traditionally, residuals provided income between acting jobs, but with the decline of traditional television and the rise of streaming, those payments have largely disappeared – streaming services don’t offer reruns like cable TV did. For the entertainment industry to remain healthy, this needs to be addressed. If actors like Tilly are already working on projects, it’s crucial that SAG-AFTRA secures better terms now, before the situation worsens.
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2026-02-01 03:32