SAG AFTRA leaders Sean Astin and Duncan Crabtree Ireland begin bargaining on February 9, well before the current contract ends on June 30. They say the early start lets them take the time needed to protect a recovering industry. Astin told Deadline at CES that the union appreciates the AMPTP’s willingness to engage early. He added that early talks give everyone confidence that negotiations will not stall the recovery.
Crabtree Ireland echoed this view. He called the early move a responsible signal of strength that helps the industry move forward. Both leaders stress that starting first is a strategic choice, not a concession.
Possible Strike and Contract Length Talk
During a CES panel, Crabtree Ireland warned that a strike remains a possibility if the union does not see a clear path to a fair deal. He noted that rumors about a longer contract term in exchange for health‑plan payments have surfaced, but he refused to comment on proposals that have not been received. Astin said the media narrative around such rumors does not reflect the union’s real priorities. He emphasized the fiduciary duty to each member group and the need to keep core issues front and center.
Technology and AI Take Center Stage
The labor, innovation and technology summit at CES was postponed to March in Washington, D.C., but the union still plans to watch the show floor filled with robots, drones and new gadgets. Technology, especially AI, will dominate the upcoming talks. In late 2025, a generative AI actress named Tilly Norwood sparked controversy and a strong response from SAG AFTRA. The union now requires any signatory that creates a synthetic performance to notify them, though no notices have been filed yet.
Another AI story involves Disney’s deal with OpenAI. The agreement lets Disney license select characters to the AI video platform while investing $1 billion in the company. Crabtree Ireland said the deal excludes performer images or voices, but he warned that the timing before IP and copyright cases are settled could be risky. He stressed the need to keep AI tools separate from human talent.
New Leadership at the AMPTP
The AMPTP has a new president, Greg Hessinger, who replaces longtime chief Carol Lombardini. Crabtree Ireland believes the new configuration will bring a different vibe to negotiations. He praised Hessinger’s long history with the union and his reputation as a tough but fair negotiator.
Astin added that Hollywood feels the pressure of 2023’s strikes, but he remains hopeful. He says negotiations should be calm, not dramatic, and that honoring contract cycles brings market stability. Both leaders are confident they will secure a fair deal that builds on the gains of 2023 while addressing unfinished business.
What to Watch in 2026
Industry watchers should monitor three key areas: the union’s stance on contract length, how AI agreements shape performer rights, and the impact of new AMPTP leadership on deal making. The early start gives SAG AFTRA a chance to set the tone and protect its members.
Source: Deadline
