AI Tech Sparks Labor Dispute: SAG-AFTRA Demands Protections

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

SAG-AFTRA initiated a strike against major video game companies, including Activision and Electronic Arts, on July 26th, 2024, following prolonged negotiations. This action highlights the union's concerns regarding the ethical and economic implications of AI in the industry.

Key Issues Fueling the Strike:

The core dispute centers on the unregulated use of AI. While not inherently opposed to AI technology, SAG-AFTRA members fear its potential to replace human performers. Specific concerns include:

• Unauthorized replication of actors' voices and likenesses.
• AI's potential to usurp smaller roles, hindering career progression for less experienced actors.
• Ethical conflicts arising from AI-generated content contradicting an actor's values.

Temporary Solutions and Agreements:

To address the challenges presented by AI and other industry issues, SAG-AFTRA has implemented several agreements:

• Tiered-Budget Independent Interactive Media Agreement (I-IMA): This agreement, established in February 2024, caters to indie and lower-budget projects ($250,000 - $30 million budget). It incorporates AI protections initially rejected by the video game industry bargaining group.

• Interim Agreements: These agreements offer temporary solutions covering various aspects, including compensation, AI usage, working conditions, and payment terms. These interim agreements specifically exclude expansion packs and DLC.

A notable development was a January 2024 side deal with Replica Studios, allowing union members to license digital voice replicas under specific terms, including the right to opt out of perpetual use.

The Interim Interactive Media Agreement and Interim Interactive Localization Agreement cover:

• Right of Rescission
• Producer’s Default
• Compensation
• Rate Maximum
• Artificial Intelligence/Digital Modeling
• Rest Periods
• Meal Periods
• Late Payments
• Health & Retirement
• Casting & Auditions - Self Tape
• Overnight Location Consecutive Employment
• Set Medics

Negotiation Timeline and Union Resolve:

Negotiations began in October 2022, culminating in a 98.32% strike authorization vote by SAG-AFTRA members on September 24, 2023. The primary obstacle remains the employers' resistance to providing clear and enforceable AI protections.

SAG-AFTRA leadership has firmly stated their commitment to securing fair treatment and AI protections for their members. The union highlights the substantial profits of the video game industry and the vital contributions of its members.

The strike underscores the ongoing tension between technological advancement and the rights and livelihoods of performers in the rapidly evolving video game industry. The outcome will significantly impact the future of AI usage and labor practices within the sector.