Ashly Burch Raises Alarm on AI's Threat to Video Game Artistry

Horizon star Ashly Burch has spoken out about a leaked AI Aloy video, spotlighting the demands of striking voice actors.

Last week, The Verge revealed an internal Sony video showcasing AI-driven characters, featuring Aloy from the Horizon series. Sony has not yet responded to IGN’s request for comment.

In the now-deleted video, Sony Interactive Entertainment’s director of software engineering, Sharwin Raghoebardajal, interacts with an AI-powered Aloy using voice prompts and AI-generated speech and facial animations. Raghoebardajal asks Aloy how she’s doing, and she replies: "Hello, I'm holding up okay. Just battling a sore throat. How about you?"

The voice from Aloy’s mouth is distinctly not Burch’s, sounding like a robotic text-to-speech generator. AI Aloy’s facial movements appear rigid, and her eyes lack lifelike expression during the exchange.

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Burch, who has voiced Aloy in all four Horizon titles (Zero Dawn, Forbidden West, Call of the Mountain, and Lego Horizon Adventures), took to TikTok to confirm she viewed the video. She noted that Horizon developer Guerrilla contacted her, clarifying that the tech demo was not part of active development and did not use her performance data (voice or facial). This likely rules out AI Aloy for the upcoming Horizon multiplayer game, if the character is included, and the anticipated Horizon 3. However, Burch emphasized that Guerrilla and Sony Interactive Entertainment own the Aloy character.

Burch expressed concern that the AI Aloy video threatens game performance as an art form, using it to highlight the ongoing video game voice actors’ strike, which has affected several high-profile projects recently.

Last week, the Screen Actors Guild - American Federation of Television and Radio Artists (SAG-AFTRA) updated members on negotiations for AI protections for video game actors, noting progress but remaining "frustratingly far apart" from the industry bargaining group on critical issues.

“We’re fighting for consent before creating an AI version of us in any form, fair compensation, and transparency about how our AI double is used,” Burch said.

“I’m troubled not because the technology exists or because game companies want to use it—they always embrace new advancements. My fear is a video like this using someone’s actual performance, voice, face, or movement, and if we lose this fight, that person would have no recourse, no protections. That possibility breaks my heart. It terrifies me. I love this industry and its artistry, and I want future generations of actors to thrive. I want to keep doing this work. Without a win, that future is at risk.”

“I’m not targeting any specific game company, certainly not Guerrilla,” Burch added. “The technology itself isn’t the issue, nor is companies’ desire to use it. The problem is that we’re on strike, and the bargaining group refuses to agree to basic protections.”

Burch highlighted temporary union contracts that offer the protections striking voice actors seek, available for any video game company to sign immediately. “Interim, tiered, and low-budget agreements are ready for companies to adopt,” she said. “We deserve to be protected.”

@ashly.burch

Addressing the AI Aloy conversation

♬ original sound - Ashly Burch

Generative AI is a major topic in the video game and entertainment industries, both hit hard by recent layoffs. It faces criticism from players and creators over ethical concerns, rights issues, and its struggle to create content audiences enjoy. For example, Keywords Studios’ attempt to build an AI-driven experimental game failed, with the company admitting to investors that AI “cannot replace talent.”

Yet, several video game companies continue to explore generative AI in development. Activision recently revealed using generative AI for some Call of Duty: Black Ops 6 assets, as disclosed in new Steam requirements, amid backlash over an "AI slop" zombie Santa loading screen.

The voice actor strike is impacting games, with players noticing unvoiced NPCs in titles like Destiny 2 and World of Warcraft, likely due to the strike. Last year, SAG-AFTRA targeted League of Legends after Riot allegedly canceled a game to bypass the strike. Activision also confirmed recasting characters in Call of Duty: Black Ops 6 after players raised concerns about new voices.

Just last week, two Zenless Zone Zero voice actors discovered their replacement through the game’s latest patch notes.

PlayStation Productions head and PlayStation Studios product chief Asad Qizilbash recently commented on AI’s role in gaming, emphasizing its appeal to Gen Z and Gen Alpha players who value “personalization across everything.”

“Non-player characters could respond to players’ actions, creating a more tailored experience,” Qizilbash said. “This matters to younger Gen Z and Gen Alpha audiences, who grew up digital and seek meaningful, personalized experiences.”