UPDATE — AUGUST 2025: The SAG-AFTRA strike against major video game companies ended after nearly a year. The union reached a tentative agreement on June 9, 2025, following more than 10 months of picketing and stalled talks. The strike ended on June 11 when leaders suspended it pending ratification. On July 9, members voted 95.04% in favor of the 2025 Interactive Media Agreement. The new contract delivered stronger protections against AI misuse, higher pay, better overtime rates, and improved health and retirement contributions. Most importantly, it guaranteed informed consent and compensation for digital replicas of actors’ voices and likenesses—a central dispute point. Although the settlement was seen as a major win, some performers still refused work with companies such as HoYoverse.
ORIGINAL NEWS STORY:
SAG-AFTRA Strikes Over AI Protections in Video Game Industry, Demands Fair Treatment for Performers
Negotiations between SAG-AFTRA and a coalition of major video game companies stalled after more than a year and a half of talks. Employers included Activision Productions, Disney Character Voices, Electronic Arts, and others. With no agreement in place, the union called for a strike that began on July 26 at 12:01 a.m. Union members supported the strike with a 98.32% approval vote. At the center of the conflict stood the use of artificial intelligence (AI) in video games. Performers demanded protections for their voices, likenesses, and performances, all of which were increasingly at risk of being replicated without consent.
The Core Issues
SAG-AFTRA sought AI safeguards in three agreements: the Tiered-Budget Independent Interactive Media Agreement, the Interim Interactive Media Agreement, and the Interim Interactive Localization Agreement. These contracts would set standards for transparency, informed consent, and fair compensation. The National Association of Voice Actors (NAVA) also raised alarms. During San Diego Comic-Con, the group hosted panels and answered questions about the dangers AI already posed to professional voice actors.
Union Leaders Speak Out
SAG-AFTRA Union President Fran Drescher rejected proposals that failed to protect performers. “We’re not going to consent to a contract that allows companies to abuse AI to the detriment of our members. Enough is enough,” she declared. She added that the union was ready to negotiate once companies offered terms members could accept.
Duncan Crabtree-Ireland, National Executive Director and Chief Negotiator, argued that companies profit enormously from the creative work of SAG-AFTRA members. “The driving force behind that success is the creative people who design and create those games. That includes the SAG-AFTRA members who bring memorable and beloved characters to life. They deserve the same protections as performers in film, television, streaming, and music,” he said.
Committee Chair Sarah Elmaleh expressed frustration with employers’ positions. “Eighteen months of negotiations have shown us that our employers are not interested in fair, reasonable AI protections, but rather flagrant exploitation,” she stated. Elmaleh stressed that the union remained willing to sign interim agreements with employers who respected AI transparency, consent, and compensation.
The Larger Debate
The strike drew global attention to the ethical use of AI in creative industries. Video games generate billions each year but rely on human performers to give characters their voices and personalities. Without clear protections, performers faced the risk of being replaced or misused by AI-driven tools. The outcome of the strike promised to influence other industries where AI is spreading rapidly. The fight underscored the growing need for regulations that protect workers in the digital era.
Learn More
For details about the strike and a list of affected titles, SAG-AFTRA encouraged the public to visit its website. Union leaders continued to urge companies to return to the bargaining table with genuine offers that respected performers’ rights.
Need Help?
If you have questions about AI in entertainment, media, or other industries, reach out to BABL AI. Hence, their audit experts can help you understand risks, prepare for compliance, and navigate this fast-changing landscape.
Photo by JOHNGOMEZ on Depositphotos.com – London, UK. 21st July 2023. Signs held by Equity members at the Equity Union rally, London, in solidarity with SAG-AFTRA actors strike in USA, for fair pay, residual payments and issues on A.I.
