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

SAG-AFTRA, the actors' and broadcasters' union, launched a strike against major video game companies on July 26th, 2024, highlighting critical concerns about AI usage and fair compensation. This action follows over a year and a half of stalled negotiations.

The core issue centers on the unregulated use of artificial intelligence in the video game industry. While not inherently opposed to AI, SAG-AFTRA members are worried about potential job displacement. The union fears AI could be used to replicate actors' voices and likenesses without permission, potentially undermining the livelihoods of performers, particularly those starting their careers. Ethical concerns also arise regarding AI-generated content that may not align with an actor's personal values. The strike targets major players including Activision, Electronic Arts, Disney, and others.

Addressing the situation, SAG-AFTRA has developed alternative agreements to facilitate continued work on some projects. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a tiered system based on production budgets ($250,000-$30 million), providing tailored rates and terms for smaller-scale projects. This agreement, established in February, incorporates AI protections previously rejected by the industry bargaining group. A notable side deal with AI voice company Replica Studios allows union actors to license digital voice replicas under specific terms, including the right to opt out of perpetual usage.

Furthermore, the Interim Interactive Media Agreement and Interim Interactive Localization Agreement offer temporary solutions covering various aspects of compensation, AI usage, working conditions, and more. These agreements exclude expansion packs and DLC, and projects approved under them are exempt from the strike.

Negotiations began in October 2022, culminating in a near-unanimous (98.32%) strike authorization vote by SAG-AFTRA members in September 2023. Despite some progress, the lack of enforceable AI protections remains the key sticking point. Union leadership emphasizes the video game industry's substantial profits and the vital contribution of its members, demanding fair treatment and AI safeguards in the evolving industry landscape.

The strike underscores SAG-AFTRA's unwavering commitment to securing fair compensation and robust AI protections for its members, ensuring their voices and likenesses are used ethically and responsibly within the video game industry.