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 examines 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 contract negotiations fail. This potential 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 robust AI protections for video game performers.

National Executive Director & Chief Negotiator Duncan Crabtree-Ireland stated the union's unwavering resolve, highlighting the 98%+ member vote authorizing a strike unless employers address key demands, particularly concerning AI usage. He emphasized the union's commitment to its members whose performances are vital to the success of popular video games.

Key Issues and Industry Impact

The potential strike stems from concerns about the unregulated use of AI in voice acting and performance capture. Currently, there are no safeguards preventing the unauthorized replication of actors' likenesses and voices via AI. Actors are demanding fair compensation and clear guidelines for AI usage of their performances.

Beyond AI, SAG-AFTRA is seeking wage increases to match inflation (11% retroactive increase and 4% increases in subsequent years), improved on-set safety measures (including mandated rest periods and on-site medics), vocal stress protections, and the elimination of stunt requirements in self-taped auditions.

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

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, with CEO Tim Sweeney tweeting his opposition to game companies receiving generative AI training rights from voice recording sessions. Other companies have yet to publicly comment.

Negotiation History and Context

This conflict began in September 2023 when SAG-AFTRA sought member authorization for a strike before contract negotiations. The overwhelming 98.32% vote in favor underscores the members' concerns. Negotiations have stalled, despite an extension of the previous contract (expired November 2022).

The current situation is reminiscent of the 2016 strike, which lasted 340 days and ended with a compromise that left many members unsatisfied. Further complicating matters, a January 2024 deal with Replica Studios, an AI voice provider, sparked controversy and internal union tensions.

This strike authorization marks a critical juncture in the fight for fair labor practices in the gaming industry. The outcome will significantly influence the future use 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 addressing the union's concerns is crucial.