AI Voice Acting: SAG-AFTRA Conflict Looms

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 article explores the conflict over fair labor practices and the ethical implications of artificial intelligence in the industry.

SAG-AFTRA Authorizes Strike: A Fight for AI Protections

SAG-AFTRA's Announcement

On July 20th, the SAG-AFTRA National Board unanimously empowered its National Executive Director & Chief Negotiator to call a strike if necessary. This action targets all services under the Interactive Media Agreement (IMA), potentially halting work on numerous video game projects. The central issue is securing robust AI protections for performers.

National Executive Director Duncan Crabtree-Ireland underscored the union's resolute stance, stating that the overwhelming member vote (over 98% in favor) authorizes a strike unless employers offer a deal addressing key concerns, particularly AI usage. He emphasized the union's dedication to its members whose performances are integral to the success of popular video games.

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. Actors demand fair compensation for their work and clear guidelines regarding AI usage of their performances, even if they consent to such use.

Beyond AI, SAG-AFTRA seeks wage increases to match inflation (11% retroactively, plus 4% increases in subsequent years), improved on-set safety measures (including mandated rest periods, on-site medics for hazardous work, vocal stress protections, and eliminating stunt requirements in self-taped auditions).

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

Companies Involved and Their Positions

The potential strike targets ten major companies:

⚫︎ Activision Productions Inc.
⚫︎ Blindlight LLC
⚫︎ Disney Character Voices Inc.
⚫︎ Electronic Arts Productions Inc.
⚫︎ Epic Games, Inc.
⚫︎ Formosa Interactive LLC
⚫︎ Insomniac Games Inc.
⚫︎ Take 2 Productions Inc.
⚫︎ VoiceWorks Productions Inc.
⚫︎ WB Games Inc.

Epic Games has publicly supported SAG-AFTRA's position, with CEO Tim Sweeney stating that companies shouldn't obtain generative AI training rights from voice recording sessions. Other companies haven't yet issued public statements.

Negotiation History and Context

This conflict began in September 2023 when SAG-AFTRA sought member authorization for a strike before contract negotiations. The vote overwhelmingly favored a strike (98.32%). Negotiations have since stalled, even with an extension of the previous contract (expired November 2022).

The current dispute echoes a 2016 strike lasting 340 days, which ended with a compromise but left many members dissatisfied.

In January 2024, SAG-AFTRA faced criticism for a deal with Replica Studios, an AI voice provider. This agreement, allowing voice licensing to AI, fueled internal tensions and exacerbated concerns about AI's role in performance capture.

SAG-AFTRA's strike authorization highlights the ongoing fight for fair labor practices in the gaming industry. The outcome will significantly impact AI's role in performance capture and the treatment of video game performers. The rapid advancement of AI necessitates protecting individuals and ensuring AI enhances, not replaces, human creativity. A swift resolution addressing the union's concerns is crucial.