AI Sparks SAG-AFTRA Strike Against Gaming Giants

SAG-AFTRA's strike against major video game companies, including Activision and Electronic Arts, highlights crucial concerns about AI usage and fair compensation. This article explores the union's key issues and the temporary solutions offered.

SAG-AFTRA Initiates Strike Against Major Video Game Developers

Key Issues and the Strike Announcement

On July 26th, SAG-AFTRA launched a strike against prominent video game companies after prolonged negotiations failed to yield a satisfactory agreement. The strike, announced by SAG-AFTRA's National Executive Director, Duncan Crabtree-Ireland, impacts companies such as Activision Productions Inc., Electronic Arts Productions Inc., and others.

The core conflict centers on the unregulated use of AI in the video game industry. While not opposing AI technology itself, SAG-AFTRA members express deep concern over its potential to replace human performers. The union highlights the risks of unauthorized AI replication of actors' voices and likenesses, as well as the displacement of actors in smaller roles, often crucial for career advancement. Ethical concerns also arise regarding AI-generated content that may contradict an actor's personal values.

Interim Agreements and Workarounds During the Strike

To address these challenges, SAG-AFTRA has introduced new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) provides a framework for smaller budget projects (between $250,000 and $30 million), offering tiered rates and incorporating AI protections. This agreement, established in February, contrasts with the initial rejection of such protections by the video game industry bargaining group.

A significant development was a January side deal with AI voice company Replica Studios, enabling union actors to license digital voice replicas under specific terms, including the right to opt out of perpetual use.

The Interim Interactive Media Agreement and the Interim Interactive Localization Agreement offer further temporary solutions, covering key areas including: Right of Rescission, compensation, rate maximums, AI/digital modeling regulations, rest periods, meal periods, late payment policies, health and retirement benefits, casting and audition procedures, and more. Crucially, these agreements exclude expansion packs and downloadable content released post-launch. Projects approved under these interim agreements are exempt from the strike.

Negotiation Timeline and Union Solidarity

Negotiations began in October 2022. On September 24, 2023, SAG-AFTRA members overwhelmingly (98.32%) voted to authorize a strike. While progress was made on several issues, the lack of sufficient AI protections remains the central obstacle.

SAG-AFTRA President Fran Drescher stated the union's unwavering stance: "We’re not going to consent to a contract that allows companies to abuse A.I. to the detriment of our members." Duncan Crabtree-Ireland highlighted the industry's substantial profits and the vital contributions of SAG-AFTRA members. Sarah Elmaleh, Chair of the Interactive Media Agreement Negotiating Committee, emphasized the union's commitment to fair AI practices and its refusal to accept exploitation.

The strike underscores SAG-AFTRA's dedication to securing fair treatment and protection for its members within the evolving video game industry.