Actors Unite: SAG-AFTRA Strikes for AI Protections in Video Game Industry

Hundreds of actors, writers, and technicians gathered at the Warner Bros. studio lot in Los Angeles to support SAG-AFTRA's strike against major video game companies. The union's primary concern is ensuring comprehensive AI protections for all performers, including those whose voices and likenesses may not be immediately recognizable in video games.

Empowering Performers in the Digital Age

Striking for Transparency and Consent

The strike comes after 18 months of negotiations on the Interactive Media Agreement, with the union and the video game producers unable to reach a consensus on the critical issue of AI protections. SAG-AFTRA National Executive Director Duncan Crabtree-Ireland expressed his disappointment and frustration, stating, "I don't understand how any company could look at what happened last year and think that we aren't serious about making sure that all of our members are protected with basic AI protections, including informed consent and fair compensation."The union's Interactive Media Agreement Negotiating Committee Chair, Sarah Elmaleh, echoed these sentiments, explaining that the sticking point in the negotiations was the need for "clear, unambiguous, thorough, [and] proper" provisions to ensure transparency, consent, and fair compensation for all performers, without any loopholes or exceptions.

Addressing the Unique Challenges of Video Game Performance

One of the key challenges in the video game industry is the prevalence of motion capture and voice acting for non-human characters, where the performer's likeness may not be immediately recognizable. However, the union argues that these performers should still be afforded the same protections as those whose identities are more easily identifiable.Crabtree-Ireland pointed out that the union was able to reach a deal with the TV animation industry earlier this year, suggesting that the video game companies are "going to find themselves increasingly isolated" as other sectors of the entertainment industry have been able to come to agreements on these issues.

Seeking Broader Protections Through Legislation

The strike comes on the heels of the introduction of the bipartisan NO FAKES Act in the Senate, which aims to provide guardrails for the use of digital replicas. Crabtree-Ireland sees this legislation as a crucial complement to the union's collective bargaining efforts, stating that "public policy has to pick up" where the scope of their agreements ends, giving performers and all individuals the ability to control the use of their image and likeness through digital means.

Holding the Industry Accountable

While the initial picket line was set up outside the Warner Bros. facility, Crabtree-Ireland made it clear that the strike is directed at all the companies involved in the bargaining group, emphasizing that "every single one of them has a responsibility to come to the table and make a fair deal." The union is prepared to hold the entire industry accountable until a fair agreement is reached.The strike represents a significant escalation in the ongoing battle between performers and the video game industry over the use of AI and digital replicas. As the entertainment landscape continues to evolve, the outcome of this dispute could have far-reaching implications for the rights and protections afforded to all creative professionals in the digital age.