AI Issues with Talent and Production Roundtable: Key Takeaways from the 2026 Chicago AI Summit

The 2026 Chicago AI Summit “AI Issues with Talent and Production” roundtable on July 14, 2026, brought candid discussion from across the industry, with practitioners representing advertisers, advertising agencies and talent offering a broad range of perspectives and experience. Here are some of the key takeaways from our discussion: 

• SAG-AFTRA Commercials Contract AI provisions, one year in: Practitioners are still working through what “counts” as a digital replica versus a historical digital technology, and how territoriality could inform application of the terms.
• The JPC Digital Replica Rider is gaining traction: We discussed the advantages of standardization and growing talent familiarity with the form—although many of those present had not yet had an occasion to use it—but questions remain about how to approach a “one-size-fits-all” digital replica addendum for talent.
• “Future-proofing” is on everyone’s mind: Speaking of one-size-fits-all—many are already drafting non-union digital replica releases to anticipate CA/IL/NY-style requirements, and keeping an eye on the proposed NO FAKES Act, even where current law doesn’t yet apply. Future proofing may be a lofty goal, but anticipation is key to ensuring forms remain relevant in a landscape of constantly changing law.
• The 2026 SAG-AFTRA TV/Theatrical agreement raises the bar: Beyond the prior notice-and-bargain framework, producers must now show that a synthetic performer brings “significant additional value” compared to a human performer or a digital replica of one before using it in a human role. Our discussion centered on how that concept might inform future iterations of the commercials contract, and how applicable that threshold question is in the commercial world, where artistry may not always be the primary mandate.
• NY’s synthetic performer law sparked a great discussion on production techniques, when a digital replica might be a viable alternative, and the very real PR concerns clients are facing.