AI Voice Acting Spotlighted Amidst SAG-AFTRA Strike Threat for VA Rights

The video game industry faces potential upheaval as SAG-AFTRA, the union representing voice actors and performers, 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 Against Video Game Companies

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 would halt work on projects covered by this contract. The central issue is securing strong AI protections for video game performers.

National Executive Director & Chief Negotiator Duncan Crabtree-Ireland stated, "Our members voted overwhelmingly (over 98%) to authorize a strike if employers don't negotiate a fair deal, particularly regarding AI protections. We stand firmly behind our members whose exceptional work is crucial to the success of popular video games. The companies need to act quickly to reach an agreement."

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 and performances. Actors demand fair compensation for their work and clear guidelines on AI usage, if such usage is permitted.

SAG-AFTRA is also seeking wage increases to match inflation (11% retroactive and 4% increases in subsequent years), improved on-set safety measures (including mandated rest periods, on-site medics during hazardous work, vocal stress protections, and eliminating stunt requirements in self-taped auditions).

A strike could disrupt video game production, although the extent of the impact is uncertain. Unlike film and television, video game development is a lengthy process. While a strike might delay certain development stages, the overall impact on game release dates remains unclear.

Companies Involved and Their Positions

The 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 stating that game companies shouldn't obtain generative AI training rights from voice recording sessions. 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 vote overwhelmingly supported a strike (98.32%). Negotiations have stalled, despite extending the previous contract (which expired in November 2022).

The current situation follows a 2016 strike against eleven major studios over similar issues (base pay, health and safety, residuals). That strike lasted 340 days and ended with a compromise that left many union members unsatisfied.

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, heightened tensions within the union regarding AI's role in performance capture.

The authorized strike represents a crucial moment 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. The rapid advancement of AI underscores the need for a resolution protecting individual rights and ensuring AI enhances, not replaces, human creativity.