SAG-AFTRA Strike Looms: AI Voice Acting in the Spotlight

The gaming industry is preparing for potential disruption as SAG-AFTRA has authorized a strike against major video game companies. Read on to learn about the ongoing dispute over fair labor practices and the ethical application of artificial intelligence.

SAG-AFTRA Authorizes Strike Against Video Game CompaniesSAG-AFTRA's Press Release

On July 20, the SAG-AFTRA National Board, the union representing voice actors and performance artists, held a scheduled video conference and voted unanimously to authorize the National Executive Director & Chief Negotiator to call a strike if needed. The strike would affect all services covered under the Interactive Media Agreement (IMA), with all SAG-AFTRA members halting work on projects under this contract. The primary disagreement centers on securing crucial AI protections for video game performers.

National Executive Director & Chief Negotiator Duncan Crabtree-Ireland highlighted the union’s strong position, stating, "Our determination is unwavering and should not be challenged. Our membership voted over 98% in favor of authorizing a strike of this contract unless the employers present a deal that includes our essential provisions, particularly regarding AI. We are dedicated to our members who work this contract and whose exceptional performances are vital to the world’s most popular video games. The companies are running out of time to reach an agreement."

The Issues at Stake and Impact on the Gaming Industry

The central issues driving the potential strike encompass the unchecked use of AI in voice acting and performance capture. Currently, no regulations safeguard voice and performance actors from AI replication's consequences. Many actors favor payment for actual performances instead of AI likeness capture and replication. Even with consent, clear usage guidelines and appropriate compensation are necessary.

SAG-AFTRA members also seek wage increases matching inflation: "11% retroactive to expiration and 4% increases in the second and third years of the agreement," per SAG-AFTRA. Further, they desire improved on-set safety for on-camera and stunt performers, including mandated five-minute rest periods hourly, on-site medics during hazardous work, vocal stress protections, and eliminating stunt performance requirements in self-taped auditions.

Should the strike continue, it could disrupt various facets of video game production, though the impact's scope remains unclear. Unlike TV and film production, which can experience immediate consequences from strikes, video game development typically unfolds over several years. While a strike might decelerate certain developmental phases, it is uncertain whether it would result in substantial release delays.

Companies Facing Negotiations and Their Positions

The potential strike targets 10 major companies, including:

　⚫︎　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.

Among these, Epic Games has publicly endorsed SAG-AFTRA’s position. CEO Tim Sweeney tweeted, "Epic supports the Screen Actors Guild’s view that game companies shouldn’t receive generative AI voice training rights on dialog recording sessions." No other companies have issued statements currently.

History of the Negotiation

The origins of this conflict stem from September 2023, when SAG-AFTRA leadership sought member approval for a strike prior to contract negotiations. The vote showed overwhelming support, with 98.32% in favor. Since then, negotiations have stalled without a new agreement, even as the prior contract, which lapsed in November 2022, was extended.

The context of this dispute includes a prior strike in 2016, when SAG-AFTRA members walked out against 11 major studios over comparable issues, including base pay, health and safety, and residual pay. That strike lasted 340 days and concluded with a compromise, although many union members remained unhappy with the resulting agreement.

In January 2024, SAG-AFTRA confronted criticism regarding a deal with Replica Studios, a third-party AI voice provider. This agreement, which permits SAG-AFTRA members to license their voices to AI, was viewed by many as a betrayal, intensifying tensions within the union concerning the role of AI in performance capture.

The authorization of a strike by SAG-AFTRA signifies a pivotal moment in the ongoing battle for equitable labor practices in the gaming industry. As negotiations proceed, the industry observes intently, recognizing that the result will have enduring implications for the use of AI in performance capture and the overall treatment of video game performers. In an era where AI development is expanding rapidly, it is crucial to safeguard individuals and ensure AI functions as a tool to augment human creativity instead of supplanting it. The stakes are high, and the potential impact of a strike highlights the need for a resolution that addresses the crucial concerns of the union and its members.