SAG-AFTRA’s Video Game Actors Prepared to go on Strike Over AI use

Fear over job safety and nonconsensual voice replication is at the root of the issue in new interactive media agreement.

Hollywood's video game actors are gearing up for a potential showdown with game companies over the use of artificial intelligence (AI), which has become a critical issue in their contract negotiations. Since last year, the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) has been hammering out terms for their interactive media agreement but talks have been delayed over protections from AI use.

At the heart of the issue is the fear among voice actors and performers that AI could diminish their roles in game production. There is additional concern that AI might reproduce actors’ voices or produce digital likenesses without consent, potentially replacing human performers with cheaper alternatives. Members of the union have argued that this technological advancement could not only threaten job security but also dilute the artistic quality of performances.

Union leaders have taken a firm stance, emphasizing the need for robust safeguards against AI's potential misuse. While discussions have seen progress on other fronts like job safety and improved wages, the issue of AI protections remains unresolved. Duncan Crabtree-Ireland, SAG-AFTRA's executive director, expressed the union's readiness to call for a strike if necessary to secure fair treatment for its members. This follows last year’s four-month-long union strike which put the industry at a standstill. 

In response, major game producers like Activision Productions and Disney Character Voices Inc., have engaged in negotiations and remain optimistic about finding a solution. SAG-AFTRA has also explored alternative agreements, such as a different contract for lower-budget and indie video games that includes some AI safeguards.

One such innovative approach involves a recent agreement with Replica Studios. This deal allows the creation of licensed AI-generated voices of performers, while ensuring actors retain control over their digital personas. This initiative has been hailed as a step in the right direction by union leadership, showcasing a model where AI benefits can be balanced with actor consent and control.

However, concerns persist within the industry about the ethical implications of AI, especially regarding the potential misuse of actors' recorded voices, such as scenarios where performers’ voices might be used in ways that conflict with their personal or professional ethics.

As negotiations continue, both sides remain cautiously optimistic about reaching a resolution. While progress has been made, the ultimate goal remains securing a fair deal that protects the interests of all performers involved in bringing video games to life, and balancing technological advancements with ethical responsibilities.