SAG-AFTRA strikes to protect artificial intelligence from big video game companies

SAG-AFTRA has announced a decisive strike against prominent video game companies, including Activision and Electronic Arts. Read on to learn about their urgent concerns regarding AI use and equitable compensation for performers and temporary solutions.

SAG-AFTRA Announces Decisive Strike Against Major Video Game CompaniesThe Announcement and Key Sticking Points

SAG-AFTRA officially announced a major strike against major video game companies yesterday, effective July 26 at 12:01 a.m. This decision, made after more than a year and a half of unsuccessful negotiations, was declared by SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland. The strike targets companies including Activision Productions Inc., Blindlight LLC, Disney Character Voices Inc., Electronic Arts Productions Inc., Formosa Interactive LLC, Insomniac Games Inc., Llama Productions LLC, Take 2 Productions Inc., VoiceWorks Productions Inc., and WB Games Inc.

At the heart of the dispute is the uncontrolled use of artificial intelligence (AI). While the union does not oppose AI technology itself, members fear that it could be used to replace human performers. Concerns include the potential for AI to duplicate actors' voices or create digital likenesses without consent, as well as the risk of AI taking over minor roles that often serve as a stepping stone for less experienced actors. Ethical issues also arise if AI-generated content does not align with the actors' values.

Developer Solutions During The Strike Period

In response to the challenges posed by AI and other issues, SAG-AFTRA has introduced several new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) is a novel approach designed to accommodate projects that traditional agreements cannot. This new framework includes four tiers based on a game's production budget, with rates and terms adjusted accordingly. Projects with budgets ranging from $250,000 to $30 million are covered under this agreement.

This agreement was created in February for indie and lower-budget video game projects, incorporating AI protections that the video game industry bargaining group had initially rejected. A notable development was a side deal with AI voice company Replica Studios in January, allowing unionized actors to create and license digital replicas of their voices under specific terms, including the right to opt out of perpetual use.

The Interim Interactive Media Agreement or the Interim Interactive Localization Agreement is another agreement that provides temporary solutions, covering aspects such as the following:

　⚫︎　Right of Rescission; Producer’s Default
　⚫︎　Compensation
　⚫︎　Rate Maximum
　⚫︎　Artificial Intelligence/Digital Modeling
　⚫︎　Rest Periods
　⚫︎　Meal Periods
　⚫︎　Late Payments
　⚫︎　Health & Retirement
　⚫︎　Casting & Auditions - Self Tape
　⚫︎　Overnight Location Consecutive Employment
　⚫︎　Set Medics

These agreements exclude expansion packs, downloadable content, or other add-ons produced after the initial release. Interactive programs approved under these agreements are exempt from the strike, encouraging continued work during the strike period.

Timeline of Negotiations and Union Resilience

Negotiations commenced in October two thousand twenty-two, with SAG-AFTRA affiliates overwhelmingly endorsing a video game strike authorization on September twenty-fourth, two thousand twenty-three, with a ninety-eight point three two percent affirmative vote. Notwithstanding advancements on diverse concerns, the principal sticking point endures as the employers' reluctance to pledge to lucid and enforceable AI safeguards for performers.

“We’re not inclined to sanction a pact that empowers corporations to misuse A.I. to the injury of our affiliates. The limit has been reached. When these corporations become earnest about presenting an accord our affiliates can abide by and labor under, we shall be in attendance, prepared to negotiate,” articulated SAG-AFTRA President Fran Drescher.

Crabtree-Ireland emphasized the union's stance, highlighting the substantial profits generated by the video game industry and the crucial role of SAG-AFTRA members in bringing game characters to life. “It’s astonishing that these video game studios haven’t learned anything from the lessons of last year, that our members can and will stand up and demand fair and just treatment with respect to A.I., and the public supports us in that,” he said.

Interactive Media Agreement Negotiating Committee Chair Sarah Elmaleh reiterated the union's commitment to fair AI practices, stating, “Eighteen months of negotiations have shown us that our employers are not interested in fair, reasonable A.I. protections, but rather blatant exploitation. We reject this paradigm, we will not leave any of our members behind, nor will we wait for adequate protection any longer.”

As the strike unfolds, SAG-AFTRA remains steadfast in its pursuit of equitable treatment and protection for its members in the ever-evolving landscape of the video game industry.