SAG-AFTRA has expressed that reaching a consensus with game publishers on artificial intelligence in acting is still a distant goal. Although some progress has been made and a few provisions agreed upon, the union describes the gap as “frustratingly far” when it comes to AI. Since July 2024, SAG-AFTRA members engaged in the gaming industry have been on strike.
The primary sticking point revolves around the utilization of AI by publishers. For instance, some companies aim to create replicas of an actor’s voice for future use without informing the original actor. SAG-AFTRA made it clear in a statement that the perception of being close to a deal is misleading. The union also warned of attempts to pit members against each other. They urged members to review a detailed comparison chart of AI proposals to understand the significant differences in views regarding essential AI protections for performers.
The union’s concerns are serious. They discussed scenarios where past performances and external sources could be used without any negotiated protections. This could lead to situations where actors find their voices used without approval or compensation, even during future strikes. Furthermore, once permission is given for a replica’s use, publishers may refuse to disclose how that replica was ultimately utilized.
Despite these challenges with the negotiating group, SAG-AFTRA has found success elsewhere. Over 160 games have adopted their interim and independent agreements, with earnings from these projects surpassing those from others not involved in the strike. These agreements include the protective terms SAG-AFTRA seeks from the bargaining group, demonstrating that many game companies, regardless of size, find these terms both reasonable and attainable, in contrast to the resistance from the bargaining companies.
