Video game actors, represented by the Screen Actors Guild-American Federation of Television and Radio Artists (Sag-Aftra), have initiated a strike over unresolved issues concerning the use of artificial intelligence (AI) in their industry. This industrial action follows a year and a half of negotiations between the union and companies representing over 2,500 video game performers.
Despite agreements on several key issues, such as wages and job safety, the primary contention lies in the protection against the use of AI technology. The union has expressed serious concerns about gaming studios potentially using generative AI to replicate performers’ voices and physical likenesses without fair compensation. This concern mirrors the fears of many within the entertainment industry about the encroaching role of AI and its impact on creative professions.
“Although agreements have been reached on many issues… the employers refuse to plainly affirm, in clear and enforceable language, that they will protect all performers covered by this contract in their AI language,” Sag-Aftra stated. The union emphasized their unwillingness to consent to a contract that could allow companies to misuse AI to the detriment of their members. They fear that without stringent protections, performers could be digitally replicated without appropriate compensation, essentially erasing their need in future productions.
The strike is reminiscent of last year’s Sag-Aftra-organized action that paralyzed Hollywood, involving both film and television actors. That strike, which lasted 118 days, was the longest in the union’s 90-year history and won significant concessions, including $1 billion in new pay and benefits and safeguards on the use of AI. The combined impact of the actors’ and a separate writers’ strike severely disrupted film and TV production, costing California’s economy over $6.5 billion.
The video game industry, represented by ten major producers, has expressed disappointment over the union’s decision to strike. Audrey Cooling, a spokesperson for the negotiating video game producers, said, “We are disappointed the union has chosen to walk away when we are so close to a deal. Our offer is directly responsive to Sag-Aftra’s concerns and extends meaningful AI protections that include requiring consent and fair compensation to all performers working under the [Interactive Media Agreement].”
The Interactive Media Agreement, which is at the heart of the negotiations, covers artists who provide voiceover services and on-camera work used to create video game characters. The last agreement, which lacked AI protections, was set to expire in November 2022 but has been extended monthly as negotiations continued.
This strike highlights the growing tension between traditional labor rights and the rapid advancement of technology. AI, with its capability to replicate human performance, presents a unique challenge for labor unions. The ability to generate lifelike voices and appearances through AI could potentially diminish the need for human actors, threatening their livelihood and undermining the value of their creative contributions.
As the strike unfolds, it underscores the importance of establishing clear and enforceable protections in the age of AI. The outcome of these negotiations could set a precedent for other sectors within the entertainment industry and beyond, as workers seek to safeguard their roles against the transformative impact of AI technology.
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