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' and broadcasters' union, initiated a strike against major video game companies on July 26th, 2024, following prolonged negotiations. This action directly impacts companies like Activision, Electronic Arts, and others, stemming from disagreements over AI usage and performer compensation.

Key Issues: The AI Debate

The core conflict centers on the burgeoning use of artificial intelligence in video game production. While not inherently opposed to AI, SAG-AFTRA expresses serious concerns about its potential misuse. The union fears AI could replace human actors, replicating voices and likenesses without consent, and potentially eliminating entry-level roles crucial for aspiring performers. Ethical implications also arise regarding AI-generated content that may not reflect an actor's values or beliefs.

Solutions and Workarounds: New Agreements

In response, SAG-AFTRA has implemented several agreements to address the challenges. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a flexible framework for smaller-budget projects ($250,000 - $30 million), incorporating AI protections previously rejected by the industry. This includes a notable side deal with Replica Studios, allowing actors to license their voice replicas under controlled terms, including the right to opt out of perpetual use.

Furthermore, the Interim Interactive Media Agreement and Interim Interactive Localization Agreement offer temporary solutions covering various aspects, including: rescission rights, compensation, AI usage stipulations, rest periods, meal breaks, payment terms, health and retirement benefits, casting procedures, and location employment conditions. Importantly, these interim agreements exclude expansion packs and DLC, and projects approved under them are exempt from the strike.

Negotiation Timeline and Union Resolve

Negotiations began in October 2022, with a resounding 98.32% vote in favor of strike authorization on September 24, 2023. Despite progress on other issues, the lack of strong, enforceable AI protections remains the primary obstacle. SAG-AFTRA leadership emphasizes the industry's substantial profits and the vital contributions of its members, demanding fair treatment and AI safeguards.

The union's unwavering commitment to protecting its members underscores the ongoing struggle for equitable practices in the evolving video game industry. The strike highlights the need for clear guidelines and protections against potential AI exploitation in the entertainment sector.