AI Protection Dispute Leads to SAG-AFTRA Strike

SAG-AFTRA's strike against major video game companies, including Activision and Electronic Arts, highlights critical concerns about AI usage and fair compensation. This article explores the key issues, temporary solutions, and the union's unwavering stance.

SAG-AFTRA Initiates Strike Against Video Game Giants

Key Issues and the Strike Announcement

On July 26th, SAG-AFTRA launched a strike against prominent video game companies, including Activision, Electronic Arts, and others, following prolonged unsuccessful negotiations. SAG-AFTRA National Executive Director Duncan Crabtree-Ireland cited the industry's failure to address crucial concerns as the reason for the action. The central conflict revolves around the unregulated use of artificial intelligence.

The union's apprehension stems from the potential for AI to replace human performers, creating unauthorized digital likenesses and voices, and potentially eliminating entry-level roles. Furthermore, the ethical implications of AI-generated content not reflecting an actor's values are a major concern.

Addressing the Challenges: Interim Agreements

In response, SAG-AFTRA has established new agreements to mitigate the impact of AI and other issues. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a flexible framework for projects with budgets between $250,000 and $30 million, providing tiered rates and terms. This agreement, finalized in February, includes AI protections previously rejected by the industry's bargaining group.

A significant step was a January side deal with Replica Studios, enabling union actors to license their voice replicas under controlled conditions, including the right to refuse perpetual use.

The Interim Interactive Media Agreement and Interim Interactive Localization Agreement offer temporary solutions covering various aspects, including: Right of Rescission, Compensation, Rate Maximums, AI/Digital Modeling regulations, Rest and Meal Periods, Late Payment penalties, Health & Retirement benefits, Casting & Auditions (Self-Tape), Overnight Location Employment, and Set Medics. Crucially, these agreements exclude post-release content like expansion packs, allowing work to continue on qualifying projects during the strike.

Negotiation History and Union Determination

Negotiations began in October 2022, culminating in a 98.32% vote in favor of strike authorization on September 24, 2023. Despite progress on some fronts, the lack of sufficient AI protections remains the primary obstacle.

SAG-AFTRA President Fran Drescher underscored the union's resolve, emphasizing their refusal to accept agreements that allow AI exploitation. Crabtree-Ireland highlighted the industry's substantial profits and the vital role of SAG-AFTRA members. Sarah Elmaleh, Chair of the Interactive Media Agreement Negotiating Committee, condemned the employers' lack of commitment to fair AI practices.

As the strike continues, SAG-AFTRA remains dedicated to securing fair treatment and protecting its members' interests within the evolving video game industry.