SAG-AFTRA Protects Actors in AI Battle

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

The Screen Actors Guild - American Federation of Television and Radio Artists (SAG-AFTRA) has initiated a strike against major video game companies, including industry heavyweights Activision and Electronic Arts. This action, following prolonged negotiations, centers on crucial concerns regarding the ethical use of artificial intelligence (AI) and ensuring fair compensation for performers. This article details the key issues and the union's strategies for navigating this complex situation.

The Strike: Key Issues and Companies Affected

Effective July 26th, SAG-AFTRA's strike officially commenced, impacting several prominent video game companies. These include Activision Productions Inc., Blindlight LLC, Disney Character Voices Inc., Electronic Arts Productions Inc., Formosa Interactive LLC, Insomniac Games Inc., Llama Productions LLC, Take 2 Productions Inc., VoiceWorks Productions Inc., and WB Games Inc. The core conflict revolves around the burgeoning use of AI in the industry. While not inherently opposed to AI technology, SAG-AFTRA members express deep concerns about its potential to replace human actors, creating unauthorized digital likenesses and voices, and undermining opportunities for less experienced performers. The union also emphasizes the importance of ensuring AI-generated content aligns with the actors' values and beliefs.

Navigating the Challenges: Temporary Agreements and Solutions

To address the complexities arising from AI and other industry practices, SAG-AFTRA has proactively developed new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a flexible framework for lower-budget projects, categorizing projects into four tiers based on budget size ($250,000 to $30 million), with adjusted rates and terms. This agreement, established in February, incorporates crucial AI protections previously rejected by the video game industry's bargaining group.

A significant development includes a January side deal with AI voice company Replica Studios, allowing union actors to license digital voice replicas under controlled conditions, with the crucial right to opt out of perpetual use.

The Interim Interactive Media Agreement and the Interim Interactive Localization Agreement provide temporary solutions, addressing various aspects, including:

• Right of Rescission; Producer’s Default
• Compensation
• Rate Maximum
• Artificial Intelligence/Digital Modeling
• Rest Periods
• Meal Periods
• Late Payments
• Health & Retirement
• Casting & Auditions - Self Tape
• Overnight Location Consecutive Employment
• Set Medics

These agreements specifically exclude expansion packs and downloadable content, focusing on the initial game release. Projects adhering to these agreements are exempt from the strike, fostering continued work during this period.

The Road to the Strike: A Timeline of Negotiations and Union Resolve

Negotiations commenced in October 2022, culminating in a resounding 98.32% yes vote for strike authorization on September 24, 2023. Despite progress on several fronts, the central impasse remains the employers' reluctance to implement clear and enforceable AI protections.

SAG-AFTRA President Fran Drescher stated, “We’re not going to consent to a contract that allows companies to abuse A.I. to the detriment of our members.” Duncan Crabtree-Ireland, SAG-AFTRA National Executive Director & Chief Negotiator, highlighted the industry's substantial profits and the vital contributions of its members. Sarah Elmaleh, Chair of the Interactive Media Agreement Negotiating Committee, underscored the union's unwavering commitment to fair AI practices and the rejection of exploitative practices.

As the strike progresses, SAG-AFTRA remains resolute in its pursuit of equitable treatment and safeguards for its members within the dynamic landscape of the video game industry.