The rise of AI body scanning and why New Zealand actors need stronger protection

AI body scanning has quickly become one of the biggest talking points in global film and television, and the concerns now coming out of the UK and US are already shaping expectations for New Zealand performers. Reports describe actors being ushered into scanning booths during long shooting days without proper explanation of where their biometric data is going or how it will be used. This data can become digital doubles, training material for future AI systems or reusable crowd assets. The worry is that performers may unknowingly contribute to databases that continue generating revenue and creative output long after the original job has ended. For actors, dancers, stunt performers and supporting artists, this creates an uncomfortable new reality where their likeness can be replicated, manipulated or distributed without full clarity or consent.

High profile voices like Olivia Williams have spoken about the pressure to comply. She describes moments where, mid-scene and in full costume, an actor is suddenly told to head to a VFX truck for a scan. The pressure to say yes is strong, especially in an industry built on goodwill, collaboration and the fear of being seen as difficult. But each scan represents long-term digital value, and too many performers have no idea how far that data can travel. The Guardian’s reporting even highlights supporting artists and dancers who are already seeing AI mentioned as an option to replace crowd scenes, which would reduce opportunities not only for those in front of the camera but also for assistant directors, hair and makeup departments, costume teams, drivers and caterers. Once AI replaces large groups of background performers, the ripple effect impacts the wider creative workforce.

Tilly Norwood, an AI-generated performer making global headlines, has pushed this concern into the spotlight. While AI actors are not yet replacing human performances, studios are experimenting, and the industry is watching closely. For New Zealand, a country that relies heavily on international productions, now is the time to set expectations and insist on protections. New Zealand actors deserve clarity around how their data can be used and the right to decline scans that go beyond the work they agreed to. They also deserve representation that understands the AI landscape and can negotiate modern contracts that reflect today’s risks.

This is where Collaborate Management plays an essential role. As a leading New Zealand actors agency representing actors, speakers, influencers and creatives across local and international productions, the agency is well positioned to advocate for safe, informed and future-proofed agreements. Collaborate Management already operates with a global view, and as AI body scanning becomes normalised across big productions, performers need agents who recognise the long-term implications. Better contracts, clear permissions and firm boundaries are becoming non-negotiable in protecting actors from having their likeness stored, replicated or monetised without fair control.

The Guardian’s reporting shows that overseas performers are beginning to push back, and some productions have already been pressured into adding specific clauses limiting how scans are used. This is proof that actors can shift the system when they work through strong representation. With AI evolving quickly, New Zealand talent need an advocate who is proactive, strategic and unafraid to challenge vague or outdated contract language. Collaborate Management is committed to protecting human creativity, performance and personality at a time when technology risks reducing actors to datasets rather than artists. The future of the industry relies on ensuring performers stay in control of their likeness, their data and their careers, and that begins with agencies prepared to lead.