The appearance of technology has introduced a lot of things in the world today. Some of the things we may consider good, and with some, we may have mixed feelings or reactions about them. Take AI (Artificial Intelligence), for instance. It is one of the technologies that is revolutionizing the online gaming space. It has done a lot for sites like Spin City, where members can enjoy enhanced security and fraud prevention, personalized gaming experiences, and excellent customer service, among many other perks. Video game performers were, however, not impressed with AI and had some concerns that led to the famous SAG-AFTRA Strike. What was this all about? We will unpack all the essential details you need to know about the strike below.
SAG-AFTRA: What Is It?
SAG AFTRA (Screen Actors Guild, American Federation of Television and Radio Artists) is a union that represents more than 160,000 actors, broadcasters, and other media experts in America. Formed in 2012, it covers many professionals from Hollywood blockbusters, your favorite podcasters, and different entertainment facets. Its primary mission is to ensure good working conditions, fair wages, and benefits for members.
What Triggered the Strike?
In July 2024, video game performers vowed to go on strike after negotiations they were having with game industry giants came to a halt. The talks about artificial intelligence protections had been going on for almost two years. The leaders of SAG-AFTRA billed the issue behind a labor dispute. They stated that AI, in particular, was an existential crisis for the professionals. The body was concerned that artificial intelligence would easily replicate game voice actors and motion capture artists without consent or fair compensation. The union explained that unregulated use of the technology poses a threat to professionals because of the capacity to easily and cheaply create digital replicas of performers’ voices convincingly. They further said that they would not consent to contracts that allow firms to abuse the use of AI to the members’ detriment. They also concluded that the union was ready to renegotiate terms when companies were serious about creating agreements that members could live and work with. Important things to know about the strike include:
1. Who Does The Contract Cover: The agreement covers 2500 off-camera voiceover performers, on-camera experts, singers, stunt coordinators, dancers, background performers, and puppeteersж
2. Gaming Companies Involved: The union had been in talks with an industry bargaining group. It consists of signatory video game companies, including Electronic Arts and Activision. These are companies like Activision Productions, Disney, Blindlight, Productions Inc., Formosa Interactive, and many others. The group said they were negotiating in good faith and there was already a resolution in several tentative agreements.
The strike was not the first: This would be the second time SAG AFTRA would be going on strike on behalf of video game performers. They first held a strike in October 2016 after holding negotiations for about one year without any fruitful results. They finally reached a tentative deal with video game companies 11 months later, in September 2017. The strike at the time helped secure a bonus compensation structure for professional capture artists and voice actors.
Demands From the Performers?
The key issues, according to the union, were to secure wagers that keep up with inflation, and protections around “exploitative uses” of AI as well as safety precautions that take into consideration the strain that physical performers go through. Negotiators from the union, when talking to The Associated Press, acknowledged that they were able to make gains in bargaining over job safety and wages. The game studios were, however, adamant about offering an equal level of protection from AI dangers for all the union members. The body specifically stated that all the signatory firms refused to extend protections regarding artificial intelligence to on-camera experts. They were only willing to offer protection to voiceover performers.
What Does SAG-AFTRA Really Want?
The bottom line, according to the union, is that they are not entirely ruling out AI. Performers are deeply worried that if the use of the technology is unchecked, it could offer game developers an avenue for displacing human talent. This is because it is easy to train AI to replicate an actor’s voice, or they can even opt to create a digital replica of the likeness without getting permission from the performers. Some parties are also scared that AI could end up stripping less experienced actors of the chance of landing minor background roles like non-player characters, which usually help them set a career path.
Unchecked use of the technology could also lead to the rising of various ethical issues if the voices of the performers or the likenesses are used to create content that the professionals do not morally agree with. The strike brought about some wins, though. The union in January announced a side deal with artificial intelligence voice company Replica Studios that enables major studios to work with unionized actors to not only create but license a digital replica of their voices. The deal also has terms that allow the professionals to opt out of having their voices used in permanency.