The recent strike called by The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) has brought attention to the issue of AI protections in the video game industry. The strike affects video game voice acting, motion capture work, and other roles, following over 18 months of negotiations with major gaming companies such as Activision, EA, Insomniac, Take-Two, and WB Games. The core of the strike revolves around the demand for fair compensation and the right of informed consent for the AI use of actors’ faces, voices, and bodies.
President Fran Drescher has been vocal about the need for companies to respect the AI protections demanded by SAG-AFTRA members. National executive director and chief negotiator Duncan Crabtree-Ireland emphasized the importance of recognizing the creative contributions of SAG-AFTRA members to the video game industry. Interactive Media Agreement Negotiating Committee Chair Sarah Elmaleh highlighted the union’s determination to secure fair protections for all its members in the face of perceived exploitation.
This strike marks the second of its kind since 2016 and reflects ongoing tensions between SAG-AFTRA and gaming companies. The union’s deal with REPLICA to allow AI voice replicas drew criticism from actors like Elias Toufexis, who felt sidelined in the decision-making process. In contrast, the agreement between ZeniMax Workers United and Microsoft set a precedent for AI transparency and union involvement in game development, signaling a potential shift in industry practices.
The strike underscores the broader debate surrounding AI use in creative industries and the need for clear guidelines on its implementation. As layoffs continue to plague the gaming industry, questions around cost-cutting measures and worker protections have come to the forefront. However, recent unionization efforts at companies like Bethesda Game Studios and Blizzard offer a glimmer of hope for greater collaboration and collective bargaining in the future.
The SAG-AFTRA strike serves as a critical moment in the ongoing battle for AI protections and fair compensation in the video game industry. By standing together against exploitative practices, actors and other industry professionals are aiming to reshape the landscape of game development and ensure that their creative contributions are valued and respected. As the strike unfolds, it will be essential to monitor the outcomes and continue the dialogue around the rights of workers in the digital age.
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