AI Voice Acting in Focus as SAG-AFTRA Threatens Another Strike For VA's 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 article examines the ongoing dispute 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), meaning all SAG-AFTRA members could cease work on affected projects. The central issue is securing robust AI protections for video game performers.

National Executive Director & Chief Negotiator Duncan Crabtree-Ireland declared the union's unwavering resolve, highlighting the overwhelming 98%+ member vote authorizing a strike unless employers offer a fair deal, particularly concerning AI usage. He stressed the importance of protecting the performers whose work is crucial to the success of popular video games.

Key Issues and Industry Impact

The potential strike stems from concerns about 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 lack of control over how their performances are utilized. SAG-AFTRA members advocate for fair compensation and clear guidelines regarding AI usage.

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

A strike could significantly disrupt video game production, although the full extent is uncertain. Unlike film and television, video game development is a lengthy process. While a strike might slow development, the impact on release dates remains 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 tweeting his opposition to granting game companies generative AI training rights from voice recordings. 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 overwhelming 98.32% vote in favor highlighted the union's strong stance. Negotiations have stalled, despite an extension of the previous contract (expired November 2022).

The current situation is reminiscent of the 2016 strike, lasting 340 days, which addressed similar concerns. While a compromise was reached, many members remained unsatisfied.

In January 2024, SAG-AFTRA faced criticism for a deal with Replica Studios, an AI voice provider, which some viewed as a betrayal. This fueled internal tensions regarding AI's role in performance capture.

The strike authorization signifies a critical juncture in the fight for fair labor practices in the gaming industry. The outcome will significantly impact AI's use in performance capture and the treatment of video game performers. Protecting human creativity in the face of rapid AI development is paramount, emphasizing the urgency for a resolution that addresses SAG-AFTRA's concerns.