AI Voice Acting Takes Center Stage Amid SAG-AFTRA Strike Threat

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 crucial conflict over fair labor practices and the ethical implications of artificial intelligence in the industry.

SAG-AFTRA Authorizes Strike: A Fight for Fair Compensation and AI Protections

SAG-AFTRA's Action

On July 20th, the SAG-AFTRA 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.

National Executive Director Duncan Crabtree-Ireland underscored the union's resolve, stating that the overwhelming support for strike authorization (over 98%) reflects the members' commitment to fair compensation and protection against AI exploitation. He emphasized the urgency for game companies to negotiate a deal addressing these critical concerns, particularly regarding AI usage.

Key Issues and Industry Impact

The potential strike stems from the unregulated use of AI in voice acting and performance capture. Currently, no safeguards prevent the unauthorized replication of actors' likenesses and voices through AI. SAG-AFTRA members demand fair compensation for AI usage, even if they consent, and seek clear guidelines for such use.

Beyond AI, the union seeks wage increases to counter inflation (11% retroactively and 4% annual increases), improved on-set safety measures (including mandated rest periods and on-site medics for hazardous work), vocal stress protections, and the elimination of stunt requirements in self-taped auditions.

The impact of a strike on game development is uncertain, though delays are possible. Unlike film and television, where strikes have immediate effects, video game production spans years. While a strike might slow down certain stages, the extent of delays in game releases remains unclear.

Companies Involved and Their Responses

The strike targets ten major companies: Activision Productions Inc., Blindlight LLC, Disney Character Voices Inc., Electronic Arts Productions Inc., Epic Games, Inc., Formosa Interactive LLC, Insomniac Games Inc., Take 2 Productions Inc., VoiceWorks Productions Inc., and WB Games Inc.

Epic Games has publicly supported SAG-AFTRA's position, with CEO Tim Sweeney stating that game companies shouldn't be granted generative AI training rights from voice recording sessions. Other companies have yet to release official statements.

Negotiation History and Context

This conflict began in September 2023 when SAG-AFTRA sought member authorization for a strike, receiving overwhelming support (98.32%). Negotiations have stalled, despite an extension of the previous contract (expired November 2022).

The current situation echoes a 2016 strike, which lasted 340 days and ended with a compromise deemed unsatisfactory by many members. Further complicating matters is a January 2024 deal with Replica Studios, an AI voice provider, which some viewed as a betrayal, intensifying internal union tensions.

The authorized strike represents a critical 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 overall treatment of video game performers. The rapid advancement of AI necessitates strong protections for individuals, ensuring AI enhances, not replaces, human creativity. A swift resolution that addresses SAG-AFTRA's concerns is crucial.