TAX reliefs for companies that have union agreements would be “potentially transformative” in dealing with AI exploitation, Equity general secretary Paul W Fleming said today.

He praised ministers for treating the performing arts and entertainment union and its workforce as the experts in the issue, adding that he is “very confident the government is serious about introducing a personality rights framework.”

But while data protection laws which cover personally identifiable information such as an artist’s likeness or voice can be enforced individually, he said that unions do not currently have a “collective tool” to prevent workers losing their livelihoods to AI products.

Speaking to the Morning Star at Equity’s annual conference in Durham, Mr Fleming said that this was “important.”

Pointing to tax reliefs or tax credits currently used in the video game industry, he added: “If they were to say those reliefs were dependent on using a union agreement that could be potentially transformative.”

Mr Fleming warned, however, that measures under the Employment Rights Acts to give unions greater access to workplaces would be “more impactful” than introducing technically complex statutory legal frameworks for AI.

His comments came after TUC general secretary Paul Nowak told delegates: “We know when it comes to AI, actors and performers are right on the front line of this brave and frankly almost dystopian new world with the likes of [the so-called first AI actor] Tilly Norwood.

“Your demands for legal protections are so important. It’s time to stop big tech from extracting your skills and labour.”

The TUC leader vowed to work with Equity to ensure that “self-employed work is good work,” and continue to press the government to tax big tech more.

“If Jeff Bezos can afford to fire Katy Perry into space, he can pay more tax in this country,” said Mr Nowak.

Admitting “many” union members contributed to Reform UK’s sweeping local elections wins last week, he added: “Frankly Reform’s plans for public spending make [the Tory austerity chancellor] George Osborne look like a big state socialist.”

Following his speech, Equity delegates passed unanimously a motion calling new rights to address AI-generated digital replicas.

Moving it, Jassa Ahluwalia said: “The non-consensual use of our members’ voices and likeness to generate performances that put them out of work is theft.”