AI Voice Acting in Focus as SAG-AFTRA Threatens Another Strike For VA's Rights

The video game industry faces potential upheaval as SAG-AFTRA, the union representing voice actors and performance artists, has authorized a strike against major game developers. This action highlights a critical conflict over fair labor practices and the ethical implications of artificial intelligence in the industry.

SAG-AFTRA's Strike Authorization

On July 20th, SAG-AFTRA's National Board unanimously empowered its National Executive Director & Chief Negotiator to call a strike if necessary. This strike would encompass all services under the Interactive Media Agreement (IMA), halting work by all SAG-AFTRA members on affected projects. The central issue is securing robust AI protections for performers.

Duncan Crabtree-Ireland, National Executive Director & Chief Negotiator, emphasized the union's unwavering resolve, stating the overwhelming member support (over 98%) for strike authorization unless a satisfactory agreement is reached, particularly regarding AI usage. He highlighted the importance of protecting the performers whose work is fundamental to the success of many popular video games.

Key Issues and Industry Impact

The potential strike stems from concerns about the unregulated use of AI in voice acting and performance capture. Currently, no safeguards exist to prevent AI replication of actors' likenesses without compensation or clear guidelines on usage. SAG-AFTRA members are demanding fair compensation for AI usage of their performances.

Beyond AI, the union is seeking wage increases to match inflation (11% retroactive and 4% increases in subsequent years), improved on-set safety measures (including mandated rest periods and on-site medics), vocal stress protections, and the elimination of stunt requirements in self-taped auditions.

A strike's impact on video game production is uncertain. Unlike film and television, video game development is a lengthy process. While a strike could slow development, the extent of any delays in game releases is unclear.

Companies Involved and Their Responses

The potential strike targets ten 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-Two Productions Inc., VoiceWorks Productions Inc., and WB Games Inc. While Epic Games CEO Tim Sweeney publicly supported SAG-AFTRA's position on AI training rights, other companies haven't yet issued statements.

Negotiation History and Context

This conflict began in September 2023 with a near-unanimous (98.32%) member vote authorizing a strike. Negotiations have stalled, despite an extension of the previous contract (expired November 2022). The situation is further complicated by a 2016 strike that lasted 340 days and ended with a compromise viewed by many as insufficient.

A January 2024 deal with Replica Studios, allowing voice licensing to AI, fueled internal union tension and criticism.

This strike authorization represents a crucial juncture in the fight for fair labor practices in the gaming industry. The outcome will significantly impact AI's role in performance capture and the treatment of video game performers. The rapid advancement of AI necessitates strong protections for individuals, ensuring AI enhances, not replaces, human creativity. A swift and equitable resolution is critical.