SAG-AFTRA Stands Against AI Incursion

SAG-AFTRA's Strike Against Video Game Giants: A Fight for AI Protections

SAG-AFTRA, the actors' and broadcasters' union, has initiated a strike against major video game companies, including industry heavyweights like Activision and Electronic Arts. The strike, effective July 26th, follows over a year of stalled negotiations, primarily focused on the ethical and practical implications of AI in the industry.

Core Concerns: AI and Fair Compensation

The union's central concern revolves around the unchecked use of artificial intelligence. While not opposed to AI technology itself, SAG-AFTRA members fear its potential to replace human actors. The possibility of AI replicating voices and likenesses without consent, and its potential to usurp smaller roles crucial for aspiring actors, are key anxieties. Furthermore, the union raises ethical concerns regarding AI-generated content that may not reflect an actor's values.

Bridging the Gap: Temporary Agreements

To address the challenges presented by AI and other issues, SAG-AFTRA has developed new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a flexible framework for smaller-budget projects ($250,000 to $30 million), incorporating AI protections previously rejected by the video game industry. This agreement, established in February, builds upon a January side deal with AI voice company Replica Studios, allowing actors to license digital voice replicas under specific terms, including the right to opt out of perpetual use.

Another agreement, the Interim Interactive Media Agreement/Interim Interactive Localization Agreement, provides temporary solutions covering various aspects of performers' rights and working conditions, including compensation, AI usage, rest periods, and payment schedules. Crucially, projects approved under these interim agreements are exempt from the strike.

A Long Road to Fair Treatment

Negotiations began in October 2022, culminating in a near-unanimous (98.32%) strike authorization vote by SAG-AFTRA members in September 2023. Despite progress on some issues, the lack of strong, enforceable AI protections remains the major obstacle. Union leadership emphasizes the industry's substantial profits and the indispensable role of actors in creating compelling video game characters. They are determined to secure fair compensation and protect their members from AI exploitation.

The strike highlights the growing tension between technological advancements and the rights of workers in the creative industries. The outcome will significantly impact the future of AI usage and labor practices within the video game industry.