SAG-AFTRA Strikes Over AI Voice Actors' Rights

The video game industry faces potential upheaval as SAG-AFTRA, the union representing voice actors and performance artists, has authorized a strike against major game developers. This action highlights a critical conflict over fair labor practices and the ethical implications of artificial intelligence in performance capture.

SAG-AFTRA Authorizes Strike: A Fight for AI Protections

SAG-AFTRA's Announcement

On July 20th, SAG-AFTRA's National Board unanimously voted to empower its National Executive Director to call a strike if negotiations fail. The strike would encompass all services under the Interactive Media Agreement (IMA), halting work on all affected projects. The central issue is securing robust AI protections for performers.

National Executive Director Duncan Crabtree-Ireland underscored the union's resolve, stating that the overwhelming member support for strike authorization (over 98%) demonstrates their commitment to fair compensation and protection against AI-driven replication of their work. He stressed the urgency for companies to negotiate a deal incorporating crucial AI provisions.

Key Issues and Industry Impact

The potential strike stems from the unregulated use of AI in voice acting and performance capture. Currently, no safeguards prevent AI replication of actors' likenesses, leading to concerns about unpaid usage and the devaluation of performers' contributions. SAG-AFTRA seeks clear guidelines and fair compensation for any AI usage of their members' work.

Beyond AI, the union demands wage increases to match inflation (11% retroactively and 4% annual increases), improved on-set safety measures (including mandated rest periods and on-site medics), vocal stress protections, and the elimination of stunt requirements in self-taped auditions.

A strike could significantly impact video game production, although the precise extent remains uncertain. Unlike film and television, video game development is a lengthy process. While a strike might slow development, the impact on release dates is unclear.

Companies Involved and Their Positions

The potential strike targets ten major companies, including Activision, Blindlight, Disney Character Voices, Electronic Arts, Epic Games, Formosa Interactive, Insomniac Games, Take-Two Productions, VoiceWorks Productions, and WB Games. Epic Games has publicly supported SAG-AFTRA's position, opposing the use of generative AI trained on recorded dialogue sessions. Other companies haven't yet issued public statements.

Negotiation History and Context

This conflict began in September 2023 with a near-unanimous (98.32%) member vote authorizing a strike. Subsequent negotiations have stalled, despite an extension of the previous contract (expired November 2022).

The current situation echoes a 2016 strike lasting 340 days, which addressed similar issues. While that strike concluded with a compromise, many members remained dissatisfied.

A January 2024 deal with Replica Studios, an AI voice provider, further fueled tensions, with many viewing it as a compromise of performers' rights.

This strike authorization represents a critical juncture in the fight for fair labor practices in the gaming industry. The outcome will significantly influence the future of AI in performance capture and the treatment of video game performers. The need for a resolution protecting human creativity and ensuring fair compensation is paramount.