The hosts of the home shopping network QVC are trying to unite with SAG-AFTRA in a regulatory push they say is fueled by concerns about generative artificial intelligence.
The labor group filed a union election with the National Labor Relations Board on Monday after requesting voluntary recognition from management the previous week. SAG-AFTRA is trying to represent the 32 hosts who work on linear television as well as live broadcast and short-form programming at the West Chester, Pennsylvania-based brand, which is best known for its retail programming.
In a statement, SAG-AFTRA National Executive Director Duncan Crabtree-Ireland praised the hosts for their organizing drive. “Their decision to stand together and seek a collective voice reflects remarkable solidarity, professionalism and commitment to shaping their future,” he said. “These workers are at the core of QVC’s success, connecting with audiences through creativity, authenticity and innovation every day.”
A spokesman for QVC Group, which owns QVC, said the company was carefully reviewing the NLRB petition. “Our hosts are highly valued team members and an important part of what makes QVC special,” the spokesperson said, adding, “We respect the legal rights of all team members and are committed to following the appropriate process thoughtfully and responsibly.”
SAG-AFTRA says the hosts’ main concern is the threat that generative AI poses to their work and the potential for their images, voices and likenesses to be used without consent and/or payment. By joining unions, the group also seeks to ensure greater job protection, greater transparency about pay and promotion standards, and a greater role in the corporate environment.
“We believe we should have meaningful input into our role in the future of the network, and that the best way to achieve this is through a formal collective bargaining process,” reads the stewards’ petition delivered to management.
The regulatory push comes at a time when corporate restructuring may be on the horizon. In April, QVC Group filed for Chapter 11 bankruptcy protection with the Securities and Exchange Commission. At the time, a company filing said, “There are no layoffs or furloughs planned in connection with the financial restructuring process, and all team members should fully expect to continue receiving their wages and benefits without interruption.”
In 2025, QVC Group laid off 900 employees as the company shifted to “live social shopping,” or consumption that occurs on social media platforms like TikTok and Instagram rather than the company’s previous golden goose: calling a number to place an order for a product shown on linear television. The company also said it will rely on its streaming platforms to introduce consumers to products and encourage purchases.
In her statement to THRThe company spokesperson added: “Our focus remains on supporting our employees, serving our customers and driving the business forward as we continue our work to return to growth.”
