The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) has taken a bold stance against major video game companies, launching a strike centered on the controversial use of generative AI technology. This action, which began at 12:01 a.m. on July 26, 2024, comes after 18 months of unsuccessful negotiations regarding the Interactive Media (Video Game) Agreement.
The Core of the Dispute
The crux of SAG-AFTRA’s concerns lies in the potential misuse of generative AI, a technology capable of replicating actors’ voices and likenesses without proper consent or compensation. This issue, which previously garnered significant attention during the historic 118-day Hollywood actors’ strike last year, has now permeated the video game industry, threatening the rights and livelihoods of voice actors, performers, and other industry professionals.
SAG-AFTRA President Fran Drescher emphasized the union’s position: “We’re not going to consent to a contract that allows companies to abuse AI to the detriment of our members. Enough is enough.”
Targeted Companies
The strike specifically targets ten major players in the video game industry:
- Activision Productions Inc.
- Blindlight LLC
- Disney Character Voices International, Inc.
- Electronic Arts Inc.
- Formosa Interactive LLC
- Insomniac Games, Inc.
- Llama Productions LLC
- Take 2 Productions, Inc.
- VoiceWorks Productions, Inc.
- WB Games Inc.
For SAG-AFTRA members, this means an immediate halt to all services for these companies, including:
- Acting
- Voice acting
- Singing
- Dancing
- Performing stunts and related services
- Performance capture and motion capture work
- ADR/looping
- Background and stand-in work
- Rehearsals and camera tests
- Auditions (including self-tapes)
- Authorizing the use of their voice or likeness
- Promoting or performing content for struck games
- Agreeing to perform services or create digital replicas
Members who violate these terms could face disciplinary actions, including censure, reprimand, fines, suspension, or expulsion from the union.
SAG-AFTRA’s Demands
SAG-AFTRA is demanding clear contractual protections against the unchecked use of AI. The union argues that video game performers deserve the same fundamental protections as their counterparts in film, television, and music. Key demands include:
- Informed consent for AI use of their faces, voices, and bodies
- Fair compensation for any such uses
The Industry’s Stance
The video game industry asserts that substantial concessions have already been made. Audrey Cooling, spokesperson for the video game producers, highlighted the progress: “We have already found common ground on 24 out of 25 proposals, including historic wage increases and additional safety provisions. Our offer is directly responsive to SAG-AFTRA’s concerns and extends meaningful AI protections that include requiring consent and fair compensation to all performers working under the IMA. These terms are among the strongest in the entertainment industry.”
Historical Context and Future Implications
This strike follows SAG-AFTRA’s controversial January 2024 agreement with AI voice studio Replica Studios. That agreement, which outlined the use of AI voices in video games, was criticized by voice actors for lack of consultation. The union defended it as an “experimental” one-year trial aimed at establishing fair and ethical terms for AI voice creation and licensing.
As AI technology becomes increasingly integrated into game design and production, with 86.7% of studios identified as early adopters, the stakes are high for both the union and the industry. The outcome of this strike will likely set significant precedents for how the gaming industry handles AI usage and performer rights in the future.
Conclusion
The SAG-AFTRA strike against video game companies underscores a critical battle over the use of generative AI technology. As the gaming industry navigates this new frontier, the need to balance technological advancement with ethical considerations and fair labour practices remains paramount. The resolution of this strike will undoubtedly shape the future landscape of AI integration and performer rights in the video game industry.
