The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) has commenced a strike against key video game companies over concerns surrounding the unethical use of generative artificial intelligence. Union members suspect that AI technology is being utilized to replicate their voices and physical appearances without their knowledge, consent or adequate financial remuneration.
This action follows an unsuccessful 18-month negotiation process concentrating on the Interactive Media (Video Game) Agreement. The strike, initiated on July 26, 2024, targets 10 major organizations within the video game community, including industry leaders Activision Productions Inc., Disney Character Voices International Inc., Electronic Arts Inc., and WB Games Inc.
Union members have been directed to stop all services to these groups immediately, whether related directly to performing, rehearsals, marketing, or any activity which might provide consent for these companies to use their likeness, voice or granted authorization. If members do not observe this directive, they face punitive measures varying from reprimands and fines through to expulsion from the union.
SAG-AFTRA President, Fran Drescher, is firm in her assertion that continued misuse of AI by these companies will not be tolerated, demanding that the same considerations granted to performers in other entertainment mediums be extended to those involved in video game production. This includes the right to prior consent and suitable compensation for the use of their likeness, voice, or physicality.
Despite these demands, video game industry representatives maintain that significant concessions have been made already, with spokesperson Audrey Cooling suggesting that agreement on 24 of the 25 proposals, including historic wage increases and enhanced safety provisions, should satisfy the union’s requests.
This current dispute follows a contentious agreement made by SAG-AFTRA in January 2024 with AI voice studio Replica Studios. This agreement, laying down guidelines for AI voice application in video games, was met with backlash from voice actors who claimed a lack of consultation on the contract terms. Amid this controversy, SAG-AFTRA defended the agreement as a one-year experimental measure implemented to set forth ethical guidelines for AI voice creation and licensing.
The situation is further complicated by the growing prevalence of AI technology, with just over 86.7% of gaming studios identified as early adopters, meaning the union will have to adequately safeguard member rights while acknowledging the emerging presence of AI. As with the Hollywood actor strike of 2023, the outcome of this dispute will likely establish key precedents for AI use within the gaming industry and its impact on performer rights in the future.