SAG-AFTRA Strike Looms: AI Voice Acting in Crisis

The gaming industry faces potential upheaval as SAG-AFTRA, the union representing voice actors and performance artists, has authorized a strike against major video game companies. This action highlights a crucial battle over fair labor practices and the ethical implications of artificial intelligence in the industry.

SAG-AFTRA Authorizes Strike Against Video Game Companies

On July 20th, the SAG-AFTRA National Board unanimously authorized its National Executive Director & Chief Negotiator to call a strike if necessary. This strike would impact all services under the Interactive Media Agreement (IMA), halting work by all SAG-AFTRA members on affected projects. The central issue is securing vital AI protections for video game performers.

National Executive Director & Chief Negotiator Duncan Crabtree-Ireland stated, "Our resolve is unwavering...Our membership voted overwhelmingly to authorize a strike...We are steadfast in our commitment to our membership...Time is running out for the companies to make a deal."

Key Issues and Industry Impact

The potential strike stems from concerns over the unregulated use of AI in voice acting and performance capture. Currently, no safeguards protect actors from AI replication of their likenesses. SAG-AFTRA members seek fair compensation for AI usage, along with clear guidelines on how their likenesses can be utilized.

Beyond AI concerns, SAG-AFTRA is also pursuing wage increases to match inflation (11% retroactively and 4% increases in subsequent years), improved on-set safety measures (including mandated rest periods, on-site medics for hazardous work, vocal stress protections, and eliminating stunt requirements in self-taped auditions).

A strike could significantly disrupt video game production, although the extent remains unclear. Unlike film and television, video game development spans years. While a strike might slow development, the impact on release dates is uncertain.

Companies Involved and Their Responses

The potential 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 CEO Tim Sweeney publicly supported SAG-AFTRA's position, stating that game companies shouldn't obtain generative AI voice training rights from recording sessions. Other companies haven't yet issued public statements.

Negotiation History and Context

This conflict began in September 2023, when SAG-AFTRA sought member authorization for a strike before contract negotiations. The vote overwhelmingly favored a strike (98.32%). Negotiations have since stalled, despite an extension of the previous contract (expired November 2022).

The current situation is layered with the legacy of a 2016 strike lasting 340 days, which ended with a compromise but left many members dissatisfied.

A January 2024 deal with Replica Studios, allowing voice licensing to AI, further fueled internal union tensions and exacerbated the current situation.

SAG-AFTRA's strike authorization marks a critical juncture in the fight for fair labor practices in the gaming industry. The outcome will significantly influence the use of AI in performance capture and the treatment of video game performers. The rapid advancement of AI necessitates protecting individuals and ensuring AI enhances, not replaces, human creativity. A swift resolution addressing the union's concerns is crucial.