Duncan Crabtree-Ireland

As National Executive Director and Chief Negotiator of SAG-AFTRA, Duncan Crabtree-Ireland oversees the world’s largest and most influential performers union, with more than 160,000 members worldwide who work in film, television, broadcast news, commercials, music, video games and more. Crabtree-Ireland has been studying artificial intelligence and deepfake technology and its implications for performing artists for much of the last decade and put his expertise to work in preparation for a number of pivotal entertainment industry contract negotiations. SAG-AFTRA’s concerns surrounding artificial intelligence are not just about what studios want to do with that technology this year, but also focus on the preservation of performers’ rights to their name, voice, likeness, and performances.