SAG-AFTRA Strikes for AI Safeguards in Video Games

SAG-AFTRA has initiated a strike against major video game companies, including Activision and Electronic Arts. Dive into the details to understand their concerns about AI usage and the quest for fair compensation for performers, as well as the temporary solutions they're implementing.

SAG-AFTRA Announces Strike Against Major Video Game Companies

The Announcement and Main Sticking Points

SAG-AFTRA officially declared a strike against leading video game companies on July 26 at 12:01 a.m. This action follows over a year and a half of unsuccessful negotiations and was announced by SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland. The strike targets companies such as 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.

The core issue revolves around the unregulated use of artificial intelligence (AI). While the union supports AI technology, members are worried about its potential to replace human performers. Key concerns include AI's ability to replicate actors' voices or create digital likenesses without consent, and the possibility of AI taking over smaller roles crucial for emerging actors. Ethical dilemmas also arise if AI-generated content conflicts with actors' values.

Developer Workarounds During The Strike Period

In response to these challenges, SAG-AFTRA has introduced several new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) is a groundbreaking approach for projects not covered by traditional agreements. This framework categorizes projects into four tiers based on their production budget, from $250,000 to $30 million, adjusting rates and terms accordingly.

Launched in February for indie and lower-budget video game projects, this agreement includes AI protections previously rejected by the video game industry bargaining group. A significant step forward was the side deal with AI voice company Replica Studios in January, allowing unionized actors to create and license digital voice replicas under strict conditions, including the ability to opt out of perpetual use.

The Interim Interactive Media Agreement and the Interim Interactive Localization Agreement offer temporary solutions, covering key areas such as:

• 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 do not apply to expansion packs, downloadable content, or other add-ons produced post-launch. Projects approved under these agreements are exempt from the strike, facilitating ongoing work during this period.

Timeline of Negotiations and Union Resilience

Negotiations commenced in October 2022, and SAG-AFTRA members overwhelmingly approved a video game strike authorization on September 24, 2023, with a 98.32% affirmative vote. Despite progress on various fronts, the primary obstacle remains the employers' reluctance to commit to clear and enforceable AI protections for performers.

“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,” stated SAG-AFTRA President Fran Drescher.

Crabtree-Ireland underscored the union's position, emphasizing the substantial profits generated by the video game industry and the vital contribution of SAG-AFTRA members to character development. “It’s stunning 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 equitable treatment with respect to A.I., and the public supports us in that,” he remarked.

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

As the strike progresses, SAG-AFTRA remains committed to advocating for fair treatment and robust protections for its members within the dynamic video game industry.