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

SAG-AFTRA, the actors' union, has initiated a strike against major video game companies, including Activision and Electronic Arts, effective July 26th. This action follows over a year of stalled negotiations, primarily focused on the ethical use of artificial intelligence (AI) and fair compensation for performers.

Key Issues: The core dispute centers on the potential misuse of AI in the video game industry. While not opposed to AI technology itself, SAG-AFTRA expresses serious concerns about its potential to replace human actors. The union highlights the risk of unauthorized AI replication of actors' voices and likenesses, and the threat to less experienced actors whose early roles might be replaced by AI. Ethical considerations regarding AI-generated content that doesn't reflect an actor's values are also a major concern.

Temporary Solutions and Agreements: In response to the ongoing negotiations and the complexities of AI integration, SAG-AFTRA has developed new agreements to address the situation. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) provides a framework for lower-budget projects ($250,000 to $30 million), incorporating AI protections previously rejected by the video game industry. A side deal with AI voice company Replica Studios allows union actors to license their voice replicas under specific 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 key aspects such as compensation, AI usage, rest periods, and payment terms. Projects adhering to these agreements are exempt from the strike.

The agreements specifically exclude expansion packs and DLC released after the initial game launch.

Negotiation History and Union Resolve: Negotiations began in October 2022, with SAG-AFTRA members overwhelmingly authorizing a strike in September 2023 (98.32% approval). Despite progress on some issues, the lack of strong, enforceable AI protections remains the primary stumbling block. Union leadership emphasizes the industry's significant profits and the crucial role of actors in bringing video game characters to life, asserting that fair compensation and AI protections are essential.

SAG-AFTRA remains resolute in its pursuit of equitable treatment and AI protections for its members, highlighting the need for the video game industry to adapt to the changing technological landscape while upholding fair labor practices. The outcome of this strike will significantly impact the future of AI usage and actor compensation within the video game industry.