The ongoing negotiations between SAG-AFTRA and a coalition of major video game companies, including Activision Productions, Disney Character Voices, Electronic Arts, and others, have reached an impasse, leading the union to call for a strike, which began on July 26 at 12:01 a.m. The strike comes after over a year and a half of discussions without a finalized agreement, with SAG-AFTRA members overwhelmingly supporting the strike action with a 98.32% approval vote.
The core issue at the heart of the negotiations is the use of artificial intelligence (AI) in the industry, particularly concerning the rights and protections for performers whose voices, likenesses, and performances are used in video games. The union has been negotiating for specific AI protections to be included in the new Tiered-Budget Independent Interactive Media Agreement, the Interim Interactive Media Agreement, and the Interim Interactive Localization Agreement, all of which would provide critical safeguards for its members.
The National Association of Voice Actors (NAVA) discussed the specific hazards that AI already poses to the profession, while answering questions, offering help and resources, and hosting a panel at this year’s San Diego Comic-Con. SAG-AFTRA President Fran Drescher emphasized the union’s stance, stating, “We’re not going to consent to a contract that allows companies to abuse A.I. to the detriment of our members. Enough is enough. When these companies get serious about offering an agreement our members can live — and work — with, we will be here, ready to negotiate.”
The video game industry, known for generating billions in annual profits, relies heavily on the creative contributions of its workforce, including SAG-AFTRA members who voice and perform as beloved game characters. Despite this, the employers have yet to agree to terms that ensure fair compensation and informed consent for AI use, a situation that SAG-AFTRA National Executive Director and Chief Negotiator Duncan Crabtree-Ireland finds unacceptable. “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 game characters to life, and they deserve and demand the same fundamental protections as performers in film, television, streaming, and music,” he stated.
Sarah Elmaleh, Chair of the Interactive Media Agreement Negotiating Committee, expressed frustration over the employers’ stance, highlighting the union’s commitment to protecting its members. “Eighteen months of negotiations have shown us that our employers are not interested in fair, reasonable A.I. protections, but rather flagrant exploitation,” Elmaleh remarked. She reiterated the union’s readiness to work with employers willing to provide AI transparency, consent, and fair compensation through interim agreements, while continuing to negotiate in good faith for a comprehensive contract.
The strike marks a significant moment in the broader conversation about the ethical use of AI in creative industries. As technology continues to evolve, so does the need for clear regulations and protections for those whose work and likenesses are integrated into AI-driven products. The outcome of these negotiations could set a precedent not only within the video game industry but also across other sectors where AI is becoming increasingly prevalent.
For more information on the strike and to see a list of affected video games, SAG-AFTRA encourages members and the public to visit their website. The union’s leadership remains hopeful that the companies involved will return to the negotiating table with a genuine commitment to reaching an agreement that respects and protects the rights of performers in this rapidly advancing technological landscape.
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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.
