AI Voice Acting Spotlight amid SAG-AFTRA's Strike Threat

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 conflict 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, SAG-AFTRA's National Board unanimously authorized 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 cease work on affected projects. The central issue is securing robust 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 offer a deal addressing our key demands, particularly regarding AI. Our members' exceptional performances are vital to the success of the world's most popular video games. The companies need to act swiftly 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 exist to protect actors from AI replication of their work. The union seeks fair compensation and clear guidelines for AI usage of actors' likenesses.

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

A strike's impact on video game production is uncertain, although it could cause delays. Unlike film and television, game development is a lengthy process. While a strike might slow development, the extent of any release delays 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 tweeting his support for the union's view on AI training rights. Other companies haven't yet issued public statements.

Negotiation History

This conflict began in September 2023, when SAG-AFTRA members overwhelmingly (98.32%) authorized a strike before contract negotiations. Negotiations have stalled despite an extension of the previous contract (expired November 2022).

This current dispute follows a 2016 strike lasting 340 days, which ended with a compromise, but left many union members dissatisfied.

In January 2024, SAG-AFTRA faced criticism over a deal with Replica Studios, an AI voice provider, which some viewed as a concession to AI usage and a source of internal tension.

This authorized strike represents a critical juncture in the fight for fair labor practices in the gaming industry. The outcome will significantly influence the 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 that addresses the union's concerns is crucial.