SAG-AFTRA Fights for Actor Rights in AI Era

SAG-AFTRA's strike against major video game companies, including Activision and Electronic Arts, highlights crucial concerns about AI usage and fair compensation. This article explores the union's key issues and the temporary solutions offered.

SAG-AFTRA's Video Game Industry Strike: A Fight for Fair Compensation and AI Protections

The Strike: Key Issues and Companies Affected

On July 26th, SAG-AFTRA initiated a strike against prominent video game companies after protracted negotiations failed to yield a satisfactory agreement. The strike, announced by SAG-AFTRA's National Executive Director Duncan Crabtree-Ireland, impacts companies like Activision Productions Inc., Electronic Arts Productions Inc., and several others. The central conflict revolves around the responsible use of artificial intelligence in the industry.

While not inherently opposed to AI, SAG-AFTRA members are deeply concerned about its potential to replace human performers. The union worries about unauthorized use of actors' likenesses and voices via AI, and the possibility of AI usurping smaller roles that typically serve as stepping stones for emerging talent. Ethical concerns also arise regarding AI-generated content that might contradict an actor's personal values.

Addressing the Challenges: Interim Agreements

To navigate these challenges, SAG-AFTRA has introduced new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a tiered system based on production budget (ranging from $250,000 to $30 million), adjusting rates and terms accordingly. This addresses the needs of indie and lower-budget games, incorporating AI protections previously rejected by the industry bargaining group.

A significant development is a January side deal with AI voice company Replica Studios, enabling union actors to license digital voice replicas under specific conditions, including the right to refuse perpetual use.

The Interim Interactive Media Agreement and Interim Interactive Localization Agreement provide temporary solutions, covering various aspects, including:

• Right of Rescission and Producer's Default
• Compensation and Rate Maximums
• AI/Digital Modeling Protections
• Rest and Meal Periods
• Late Payment Issues
• Health and Retirement Benefits
• Casting and Auditions (Self-Tape)
• Overnight Location Consecutive Employment
• Set Medics

These agreements explicitly exclude expansion packs and downloadable content released post-launch. Projects approved under these agreements are exempt from the strike, allowing for continued work during the strike period.

The Road to the Strike: A Timeline of Negotiations

Negotiations began in October 2022. On September 24, 2023, SAG-AFTRA members overwhelmingly (98.32%) authorized a strike. Despite progress on several issues, the core impasse remains the employers' unwillingness to implement robust AI protections.

SAG-AFTRA President Fran Drescher stated, “We’re not going to consent to a contract that allows companies to abuse A.I. to the detriment of our members.” Duncan Crabtree-Ireland highlighted the industry's substantial profits and the vital contribution of SAG-AFTRA members. Sarah Elmaleh, Chair of the Interactive Media Agreement Negotiating Committee, underscored the union's commitment to fair AI practices and its rejection of exploitation.

As the strike continues, SAG-AFTRA remains resolute in its pursuit of fair treatment and protection for its members within the evolving video game industry.