Actor Hira Tareen has cautioned fellow performers to carefully review their contracts, warning that artificial intelligence (AI) related clauses could allow production companies to exploit their digital likeness without proper consent or long-term control.
In a statement shared on Instagram, Tareen said she recently came across a contract for a drama project that included terms granting ownership of her “digital likeness” to the production house and broadcaster. She explained that the clause would have given them rights to use her voice, face, gestures and overall appearance beyond a single project, potentially in perpetuity.
She said the implications of such clauses were deeply concerning, as they could allow studios to create or reuse digital versions of actors for future productions without their direct involvement. According to her, this could gradually reduce the need for real actors on set as AI systems become more advanced and capable of replicating performances.
Tareen added that she raised the issue with the Actors’ Collective of Pakistan (ACT), but even industry representatives appeared uncertain about how to address the emerging challenge, as similar contract language had not previously been common in Pakistan’s entertainment sector.
She noted that within weeks, other actors began receiving similar agreements, suggesting that the practice may be becoming more widespread. Drawing parallels with Hollywood, she referred to the 2023 actors’ strike in the United States, where performers demanded stronger protections against AI misuse and digital replication.
The actor acknowledged that Pakistan lacks a powerful union system like SAG-AFTRA, and that local performers already face challenges such as delayed payments and weak contract enforcement. However, she stressed that ignoring AI-related clauses could have long-term consequences for careers in the industry.
Tareen urged actors to watch for terms such as “likeness,” “perpetuity,” “AI training model,” “digital replica” and broad intellectual property assignments in contracts. She advised them to seek legal guidance or consult industry bodies before signing agreements.
She concluded that collective awareness and refusal to accept unfair clauses could help protect actors’ rights in an increasingly AI-driven entertainment landscape.