AI-SAG-AFTRA Dispute Heats Up in Gaming Industry

SAG-AFTRA's Strike Against Video Game Giants: A Fight for AI Protections and Fair Compensation

The Screen Actors Guild - American Federation of Television and Radio Artists (SAG-AFTRA) has initiated a strike against major video game companies, including industry heavyweights Activision and Electronic Arts. This action, effective July 26th, follows prolonged negotiations that failed to address key concerns regarding the use of artificial intelligence (AI) and fair compensation for performers. This article details the union's concerns and the temporary solutions implemented to mitigate the impact of the strike.

The Core Issues: AI and Fair Compensation

SAG-AFTRA's strike, announced by National Executive Director Duncan Crabtree-Ireland, targets several prominent companies including Activision, Electronic Arts, Disney, and others. The central conflict revolves around the unregulated use of AI in the video game industry. While not inherently opposed to AI technology, the union expresses deep concern about its potential to displace human actors. Specific worries include the unauthorized replication of actors' voices and likenesses, and the possibility of AI usurping smaller roles that typically serve as stepping stones for aspiring performers. Furthermore, ethical considerations arise when AI-generated content conflicts with an actor's personal values.

Navigating the Strike: Temporary Agreements

To address the challenges presented by AI and other issues, SAG-AFTRA has introduced new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a flexible framework for smaller-budget projects, categorized into four tiers based on production budget ($250,000 to $30 million). This agreement, established in February, incorporates AI protections previously rejected by the video game industry bargaining group. A noteworthy development is a January side deal with AI voice company Replica Studios, enabling unionized actors to license digital voice replicas under controlled terms, including the right to refuse perpetual use.

Another crucial agreement is the Interim Interactive Media Agreement (or Interim Interactive Localization Agreement), providing temporary solutions for various aspects, including: right of rescission, compensation, rate maximums, AI/digital modeling regulations, rest periods, meal periods, late payment policies, health and retirement benefits, casting and audition procedures, and overnight location employment guidelines. Importantly, these agreements exclude expansion packs and downloadable content released post-initial game launch. Projects approved under these agreements are exempt from the strike, allowing work to continue during the labor action.

The Road to the Strike: A Timeline of Negotiations

Negotiations commenced in October 2022. On September 24, 2023, SAG-AFTRA members overwhelmingly (98.32%) voted to authorize a strike. While progress was made on several issues, the core disagreement remained the employers' reluctance to implement clear and enforceable AI protections. SAG-AFTRA President Fran Drescher firmly stated the union's resolve to not accept contracts that enable AI exploitation. Crabtree-Ireland emphasized the industry's significant profits and the vital contributions of SAG-AFTRA members. Interactive Media Agreement Negotiating Committee Chair Sarah Elmaleh underscored the union's commitment to fair AI practices and its refusal to accept exploitative conditions.

The strike represents SAG-AFTRA's unwavering commitment to securing equitable treatment and protection for its members within the dynamic video game industry. The outcome of this labor dispute will significantly shape the future of AI usage and performer rights in the gaming sector.