AI Protection Dispute Stalls Video Game Deal

SAG-AFTRA's Strike Against Video Game Giants: A Fight for AI Protections

SAG-AFTRA, the actors' and broadcasters' union, initiated a strike against major video game companies on July 26th, 2024, targeting industry leaders such as Activision, Electronic Arts, and others. This action, following over a year of stalled negotiations, centers on crucial concerns about the ethical use of artificial intelligence (AI) and fair compensation for performers.

The Core Issues: AI and Fair Compensation

The primary point of contention revolves around the unregulated use of AI in video game production. While not inherently opposed to AI technology, SAG-AFTRA members express deep apprehension about its potential to displace human actors. The union highlights the risk of unauthorized AI replication of actors' voices and likenesses, and the threat of AI usurping smaller roles that typically serve as crucial stepping stones for aspiring talent. Furthermore, ethical concerns arise regarding AI-generated content potentially conflicting with an actor's personal values.

Innovative Solutions and Interim Agreements

In response to these challenges, and others concerning compensation and working conditions, SAG-AFTRA has proactively introduced several new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a tiered system based on production budget, providing tailored rates and terms for projects ranging from $250,000 to $30 million. This agreement, established in February 2024, notably incorporates AI protections previously rejected by the industry's bargaining group. A separate agreement with AI voice company Replica Studios allows union members to license digital voice replicas under specific, opt-out conditions.

Additionally, the Interim Interactive Media Agreement and the Interim Interactive Localization Agreement offer temporary solutions, addressing critical aspects such as compensation, AI usage, rest periods, and dispute resolution. Crucially, projects approved under these interim agreements are exempt from the strike, fostering continued work on select projects.

A Timeline of Resistance and Unwavering Resolve

Negotiations initiated in October 2022 culminated in a near-unanimous (98.32%) vote by SAG-AFTRA members to authorize a strike on September 24, 2023. Despite some progress on other issues, the lack of concrete and enforceable AI protections remains the central obstacle. Union leadership, including President Fran Drescher and National Executive Director Duncan Crabtree-Ireland, have underscored the union's unwavering commitment to securing fair treatment and preventing the exploitation of its members through AI. They emphasize the substantial profits of the video game industry and the indispensable contribution of SAG-AFTRA members in bringing video game characters to life. The union's stance reflects a firm resolve to protect its members in the rapidly evolving landscape of the video game industry.