SAG-AFTRA Strikes for AI Safeguards in Video Games

SAG-AFTRA has initiated a strike against prominent video game companies, including Activision and Electronic Arts. This move highlights their concerns about AI usage and the need for fair compensation for performers. Dive deeper to understand their demands and the temporary solutions being offered.

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 decision came after over 18 months of unsuccessful negotiations, as announced by SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland. The strike affects 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 SAG-AFTRA is not against AI technology per se, members are concerned about its potential to replace human performers. Fears include AI replicating actors' voices or creating digital likenesses without consent, as well as AI displacing smaller roles crucial for new actors. Ethical concerns arise if AI-generated content conflicts with actors' values.

Developer Workarounds During The Strike Period

In response to these challenges, SAG-AFTRA has introduced innovative agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) is tailored for projects that traditional agreements do not cover. It categorizes projects into four tiers based on their budget, from $250,000 to $30 million, adjusting rates and terms accordingly.

This agreement, established in February, was designed for indie and lower-budget video game projects and includes AI protections that the video game industry bargaining group had initially dismissed. A significant step 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 controlled terms, with an opt-out clause for perpetual use.

Additionally, the Interim Interactive Media Agreement and the Interim Interactive Localization Agreement provide temporary solutions, covering crucial aspects 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, enabling continued work during this period.

Timeline of Negotiations and Union Resilience

Negotiations kicked off in October 2022, with SAG-AFTRA members voting overwhelmingly in favor of a video game strike authorization on September 24, 2023, with 98.32% approval. Despite some progress, the key unresolved issue remains the employers' reluctance to commit to clear and enforceable AI protections for performers.

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. 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.”

Crabtree-Ireland emphasized the union's stance, pointing out the substantial profits of the video game industry and the vital role of SAG-AFTRA members in bringing game characters to life. “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 said.

Interactive Media Agreement Negotiating Committee Chair Sarah Elmaleh reinforced 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 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 continues, SAG-AFTRA remains determined in its quest for equitable treatment and protection for its members within the dynamic video game industry landscape.