After mounting backlash against OpenAI for Sora 2’s unauthorized use of intellectual property and the likenesses and voices of actors, the company and SAG-AFTRA said they had agreed to certain protections.

In a joint announcement between the media union and the tech startup, along with actor Bryan Cranston (Breaking Bad, Argo), the United Talent Agency, Creative Artists Agency, and Association of Talent Agents, the parties said that OpenAI would commit to more rigid enforcement of its existing opt-in policy.

The LA Times reports that the policy, which will require artists to approve the use of their likeness or voice before they can be used on the platform, had been largely ignored by the company and by users since the release of Sora 2.

In one video generated by the tool, SpongeBob SquarePants speaks at the White House from behind the Oval Office’s desk, according to the LA Times. Cranston himself had been the subject of the videos, in which Michael Jackson takes a selfie with the Breaking Bad star.

Cranston had then brought the issue the SAG-AFTRA’s attention, according to the agency. “I was deeply concerned not just for myself, but for all performers whose work and identity can be misused in this way,” he said, adding “I am grateful to OpenAI for its policy and for improving its guardrails, and hope that they and all of the companies involved in this work, respect our personal and professional right to manage replication of our voice and likeness.”

According to the LA Times, the AI-powered video generation tool developed by the Sam Altman backed company has been subject to increasing backlash in rcent weeks from filmmakers and actors who argue that compensation is due to them when their voice or likeness is used in AI models.

“OpenAI needs to take immediate and decisive action to address this issue,” said the Motion Picture Association’s Chairman Charles Rivkin in a statement via the LA Times. “Well-established copyright law safeguards the rights of creators and applies here.”

While AI companies have often clashed with entertainment companies and individuals over their use of intellectual property, they have also tried to make inroads in the film and TV sphere, with OpenAI in particular looking to collaborate with the industry’s biggest names including Walt Disney Co., according to the LA Times.

However, before Sora 2’s launch, the LA Times reports OpenAI approached studios and talent agencies, saying that they needed to specify which properties and actors could be used in its generation model. Open AI disputes these reports.