SAG-AFTRA Secures Landmark AI Protections in Video Game Industry

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

SAG-AFTRA, the actors' union, launched a strike against major video game companies on July 26th, 2024, following protracted negotiations. This action targets companies like Activision, Electronic Arts, and others, primarily due to concerns over the unchecked use of artificial intelligence (AI) in the industry.

Key Issues: The core dispute revolves around AI's potential to replace human actors. SAG-AFTRA isn't against AI technology itself, but is deeply concerned about the potential for unauthorized use of actors' likenesses and voices, and the displacement of performers, particularly those starting their careers. Ethical considerations regarding AI-generated content that doesn't reflect an actor's values are also paramount.

Temporary Solutions and New Agreements: To address the challenges, SAG-AFTRA has established new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) provides a framework for smaller-budget games ($250,000-$30 million), incorporating AI protections previously rejected by the industry. A side deal with Replica Studios allows actors to license digital voice replicas under specific terms, including the right to opt out of perpetual use.

Additionally, the Interim Interactive Media Agreement and Interim Interactive Localization Agreement offer temporary solutions covering various aspects of compensation, AI usage, working conditions, and more. Projects under these agreements are exempt from the strike.

Negotiation Timeline and Union Resolve: Negotiations began in October 2022, with a near-unanimous (98.32%) strike authorization vote in September 2023. Despite progress on some issues, the lack of enforceable AI protections remains the major obstacle. SAG-AFTRA leadership emphasizes the industry's substantial profits and the vital role of its members, vowing to secure fair treatment and AI safeguards.

The strike highlights the ongoing tension between technological advancement and the rights and livelihoods of performers. SAG-AFTRA's unwavering stance underscores its commitment to protecting its members in the evolving landscape of the video game industry.