AI Voice Acting in Spotlight Amid SAG-AFTRA Strike Threat

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 (AI) 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 voted to authorize a strike against companies bound by the Interactive Media Agreement (IMA). This empowers the union's National Executive Director & Chief Negotiator to call a strike if negotiations fail. The key sticking point is the lack of safeguards protecting voice actors from the unchecked use of AI in their work.

National Executive Director & Chief Negotiator Duncan Crabtree-Ireland stressed the union's unwavering commitment to its members, highlighting the overwhelming 98%+ vote in favor of strike authorization. He underscored the urgency for game companies to address critical AI provisions and ensure fair compensation for actors whose performances are central to the success of popular video games.

The Core Issues and Potential Industry Impact

The potential strike stems from the unregulated use of AI in voice acting and performance capture. Currently, there are no protections preventing AI replication of actors' likenesses without their consent or proper compensation. SAG-AFTRA members demand fair payment for their performances and clear guidelines regarding the use of their likeness via AI.

Beyond AI concerns, the union is also seeking substantial wage increases to combat inflation (11% retroactive pay and 4% increases in subsequent years), improved on-set safety measures (including mandated rest periods and on-site medics), and protections against vocal strain. They also aim to eliminate the requirement for actors to perform stunts in self-taped auditions.

The potential impact of a strike on video game production is uncertain. Unlike film and television, where strikes have immediate effects, video game development is a lengthy process. While a strike could slow development, the extent of delays in game releases is unclear.

Companies Involved and Their Responses

The potential strike targets ten major companies, including 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., and WB Games Inc.

While Epic Games CEO Tim Sweeney publicly voiced support for SAG-AFTRA's position on AI usage, the remaining companies have yet to issue public statements.

A History of Conflict

This conflict began in September 2023 when SAG-AFTRA sought member authorization for a strike, receiving overwhelming support (98.32%). Negotiations following the expiration of the previous contract (November 2022) have stalled.

This dispute follows a 340-day strike in 2016 over similar issues, resulting in a compromise that left many union members dissatisfied. Further complicating matters, a January 2024 deal with AI voice provider Replica Studios generated internal controversy, fueling tensions within the union regarding AI's role in performance capture.

The strike authorization represents a crucial juncture in the fight for fair labor practices within the gaming industry. The outcome will significantly impact the future of AI in performance capture and the treatment of video game performers. The rapid advancement of AI necessitates strong protections for individuals, ensuring AI enhances, not replaces, human creativity. A swift resolution that addresses the union's concerns is vital.