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 explores the ongoing dispute over fair labor practices and the ethical implications of artificial intelligence in the industry.

SAG-AFTRA Authorizes Strike: A Fight for Fair Use of AI

SAG-AFTRA's Announcement

On July 20th, SAG-AFTRA's National Board unanimously empowered its National Executive Director & Chief Negotiator to call a strike if necessary. The strike would encompass all services under the Interactive Media Agreement (IMA), halting work by all SAG-AFTRA members on affected projects. The central issue is securing vital AI protections for performers.

National Executive Director & Chief Negotiator Duncan Crabtree-Ireland underscored the union's resolve, stating, "Our members voted overwhelmingly (over 98%) to authorize a strike if employers fail to negotiate a fair deal, particularly regarding AI. We stand firmly behind our members whose exceptional performances are the lifeblood of globally popular video games. The companies have limited time to reach an agreement."

Key Issues and Industry Impact

The potential strike stems from concerns over the unregulated use of AI in voice acting and performance capture. Currently, no safeguards prevent AI replication of actors' work. Many actors demand compensation for their actual performances, not just the AI replication of their likenesses. Even with consent, clear usage guidelines and fair compensation are crucial.

SAG-AFTRA members also seek wage increases to match inflation (11% retroactive increase and 4% annual increases for the following two years). Further demands include improved on-set safety measures for on-camera and stunt performers (including mandated rest periods, on-site medics, vocal stress protections, and eliminating stunt requirements in self-taped auditions).

A strike could significantly disrupt video game production, although the extent remains unclear. Unlike film and television, video game development is a lengthy process. While a strike might slow down development, the impact on release dates is uncertain.

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. CEO Tim Sweeney tweeted, "Epic supports the Screen Actors Guild’s view that game companies shouldn’t receive generative AI voice training rights on dialog recording sessions." Other companies have yet to release statements.

Negotiation History and Context

This conflict began in September 2023 when SAG-AFTRA sought member authorization for a strike before contract negotiations. The vote overwhelmingly supported a strike (98.32%). Negotiations have stalled, despite extending the previous contract (which expired in November 2022).

This dispute follows a 2016 strike lasting 340 days, which addressed similar issues including base pay, safety, and residuals. While a compromise was reached, many union members felt the agreement fell short.

In January 2024, SAG-AFTRA faced criticism for a deal with Replica Studios, an AI voice provider. This agreement, allowing members to license their voices to AI, fueled internal tensions and heightened concerns about AI's role in performance capture.

SAG-AFTRA's strike authorization is a critical moment in the fight for fair labor practices in gaming. The outcome will significantly impact AI's use in performance capture and the treatment of video game performers. As AI technology rapidly advances, protecting individual rights and ensuring AI enhances, not replaces, human creativity is paramount. The potential for a strike highlights the urgent need for a resolution that addresses the union's concerns.