SAG-AFTRA's Strike Against Video Game Companies: A Fight for AI Protections
SAG-AFTRA, the actors' union, launched a strike against major video game companies on July 26th, 2024, after protracted negotiations failed to yield a satisfactory agreement on AI usage and performer compensation. The strike affects prominent companies including Activision, Electronic Arts, and others.
The central issue is the unregulated use of artificial intelligence in video games. While not opposed to AI technology itself, SAG-AFTRA members are deeply concerned about potential job displacement due to AI-generated voiceovers and digital likenesses created without consent. The union also highlights the ethical implications of AI-generated content potentially contradicting an actor's values. Smaller roles, often crucial stepping stones for aspiring actors, are also threatened by AI.
To address these concerns and provide temporary solutions during the strike, SAG-AFTRA has developed new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a tiered system for projects with budgets between $250,000 and $30 million, adjusting rates and terms accordingly. This agreement, established in February, incorporates AI protections initially rejected by the video game industry bargaining group. A January side deal with AI voice company Replica Studios allows union actors to license digital voice replicas under specific conditions, including the right to opt out of perpetual use.
An Interim Interactive Media Agreement, and an Interim Interactive Localization Agreement provide further temporary solutions, covering critical aspects such as compensation, AI usage stipulations, rest periods, and more. Importantly, these interim agreements exclude expansion packs and DLC, and projects approved under these agreements are exempt from the strike.
Negotiations, beginning in October 2022, culminated in a near-unanimous (98.32%) strike authorization vote by SAG-AFTRA members in September 2023. Despite progress on some issues, the lack of strong, enforceable AI protections remains the major impasse. SAG-AFTRA leadership emphasizes the industry's substantial profits and the vital role of its members in bringing video game characters to life. The union remains resolute in its demand for fair treatment and AI protections for its members.
The strike underscores the growing tension between the entertainment industry and the rapid advancement of AI technology. SAG-AFTRA's actions highlight the need for clear guidelines and protections for performers in this evolving landscape. The outcome of this strike will significantly impact the future of AI's role in video game production and the working conditions of performers.
