SAG-AFTRA Strikes Over AI Protections Against Major Video Game Companies

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, after prolonged negotiations failed to yield a satisfactory agreement. This action targets prominent companies like Activision, Electronic Arts, and others, primarily over concerns about the ethical and economic implications of artificial intelligence (AI) in the industry.

Key Issues Fueling the Strike:

The core dispute centers on the unregulated use of AI. While not inherently opposed to AI technology, SAG-AFTRA members express serious concerns about its potential to replace human actors. The union highlights the risk of AI replicating performers' voices and likenesses without consent, potentially diminishing job opportunities, especially for emerging talent. Furthermore, ethical concerns arise when AI-generated content contradicts an actor's personal values.

Temporary Solutions and New Agreements:

To address the challenges posed by AI and other industry issues, SAG-AFTRA has implemented new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a flexible framework for smaller-budget projects ($250,000 to $30 million), incorporating AI protections previously rejected by the industry. This agreement, established in February 2024, includes four tiers based on budget size, adjusting rates and terms accordingly.

A noteworthy development is a January 2024 side deal with Replica Studios, an AI voice company, allowing union members to license digital voice replicas under controlled conditions, including the right to opt out of perpetual use.

The Interim Interactive Media Agreement and Interim Interactive Localization Agreement provide additional temporary solutions, covering crucial aspects like compensation, AI usage guidelines, rest periods, and more. Importantly, projects approved under these agreements are exempt from the strike.

Negotiation Timeline and Union Determination:

Negotiations began in October 2022. A strong 98.32% yes vote on September 24, 2023, authorized the strike. Despite progress on some issues, the lack of robust AI protections remains the primary obstacle.

SAG-AFTRA leadership emphasizes the industry's substantial profits and the vital contributions of its members. The union remains resolute in its demand for fair treatment and AI safeguards, highlighting the industry's failure to learn from past labor disputes.

The strike underscores the ongoing tension between technological advancement and the rights and livelihoods of creative professionals. The outcome will likely shape the future of AI usage and labor practices within the video game industry.