SAG-AFTRA Strikes AI Deal With Game Firms

SAG-AFTRA has brokered a tentative deal for its interactive media contract, potentially concluding nearly a year of labor disputes that disrupted the video game industry.

The strike began in July 2024 when negotiations collapsed between the union and major gaming corporations—including Activision, EA, and WB Games—over AI usage protections. An overwhelming 98% of members authorized the work stoppage.

Initial industry impacts became evident as games like Destiny 2 and World of Warcraft featured unvoiced NPCs in normally dialogue-heavy scenes. The conflict escalated when Riot Games allegedly circumvented strike protocols by canceling a project, while Activision recast voice roles in Call of Duty: Black Ops 6 following fan concerns.

Pending national board ratification, the agreement will suspend strike activities—though performers currently remain on strike. "Our members' resilience during this prolonged dispute has been extraordinary," stated Duncan Crabtree-Ireland, SAG-AFTRA's chief negotiator.

"This hard-won agreement establishes crucial AI protections that safeguard performers' careers alongside other significant improvements," he added.

The dispute intensified when SAG-AFTRA filed NLRB charges against Epic Games for implementing an AI-generated Darth Vader voice in Fortnite without union consultation—an alleged violation of bargaining protocols.

Horizon voice actor Ashly Burch recently highlighted strike demands after an AI-generated Aloy video surfaced online. "Our fight ensures performers maintain control over digital replicas—requiring consent, fair compensation, and disclosure of AI usage," Burch explained.

"What terrifies me isn't the technology itself, but the potential erosion of artistic integrity without these protections. Without victory, we risk compromising future generations of game performers and diminishing this art form we cherish," the actor cautioned.