SAG-AFTRA Strikes Over AI Protections Against Major Video Game Companies

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

SAG-AFTRA launched a strike against major video game companies, including Activision and Electronic Arts, on July 26th, 2024, following prolonged negotiations. This action underscores the union's concerns regarding the unchecked use of artificial intelligence (AI) and the need for fair compensation for its members.

Key Issues and Concerns:

The core dispute centers on the potential misuse of AI in the video game industry. While not opposed to AI technology itself, SAG-AFTRA members fear its potential to replace human performers. Specific concerns include:

• Unauthorized use of likeness and voice: The replication of actors' voices and digital likenesses without consent.
• Displacement of actors: AI potentially taking over smaller roles, hindering career progression for less experienced actors.
• Ethical concerns: AI-generated content potentially contradicting actors' values.

Temporary Solutions and Agreements:

To address the challenges, SAG-AFTRA has implemented several agreements:

• Tiered-Budget Independent Interactive Media Agreement (I-IMA): This agreement, established in February 2024, caters to indie and lower-budget projects (budgets between $250,000 and $30 million), incorporating AI protections initially rejected by the industry bargaining group.

• Interim Interactive Media Agreement and Interim Interactive Localization Agreement: These provide temporary solutions covering various aspects, including compensation, AI usage stipulations, working conditions, and payment terms. Crucially, they exclude expansion packs and DLCs released post-initial launch. Projects adhering to these agreements are exempt from the strike.

A notable development was a January 2024 side deal with Replica Studios, enabling unionized actors to license digital voice replicas under specific terms, including the right to opt out of perpetual use.

Negotiation Timeline and Union Resolve:

Negotiations began in October 2022. A video game strike authorization vote in September 2023 overwhelmingly passed (98.32% yes vote). Despite progress on other issues, the lack of enforceable AI protections remains the primary obstacle.

SAG-AFTRA leadership, including President Fran Drescher and National Executive Director Duncan Crabtree-Ireland, have emphasized the union's commitment to securing fair treatment and AI protections for its members, highlighting the industry's substantial profits and the crucial role of actors in video game production.

The strike highlights the ongoing tension between technological advancement and the rights and livelihoods of creative professionals. The outcome will significantly impact the future of AI usage and labor practices within the video game industry.