The Next Big Battle in Entertainment: AI, Video Games, and the Future of Performers
Ongoing Negotiations Between SAG-AFTRA and Video Game Companies
For over 18 months, leaders of the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) have been locked in negotiations with major video game companies over a new contract that governs performers in the industry.
While progress has been made in securing better wages and workplace safety, discussions have hit a roadblock over one pressing issue: protections against the use of artificial intelligence (AI).
“It is the major obstacle to having an agreement, and this contract area has been for quite some time,” said Duncan Crabtree-Ireland, SAG-AFTRA’s executive director. “The fundamental issue is, at this moment, an unwillingness by this bargaining group to provide an equal level of protection from the dangers of AI for all our members.”
The Growing Concern Over AI’s Role in Video Games
Union leaders have clarified that they are not entirely opposed to AI. However, many voice actors and performers worry that without safeguards, AI technology could replace them. AI advancements allow game studios to replicate an actor’s voice or likeness without their consent, potentially leading to job losses.
In some cases, AI is already being used subtly in post-production to modify a character’s voice, such as making them sound older or younger. However, the concern is that AI-generated performances could entirely replace human actors without proper notification or compensation.
“Our concern is the idea that all of this work translates into grist for the mill that displaces us,” said Sarah Elmaleh, chair of the interactive negotiating committee. “They do not have to call us back, you do not have to be informed of what they’ve used your material to create.”
The Potential for a Strike
With negotiations at a standstill, SAG-AFTRA has kept one option on the table: a strike. While the union hopes to avoid disrupting the industry, they are prepared to take action if necessary.
“Anyone who thinks that we’re afraid to go on strike, or that we won’t go on strike, clearly hasn’t been paying attention,” Crabtree-Ireland stated.
In September, union members overwhelmingly voted to authorize a strike if an agreement could not be reached. This follows the previous Hollywood strikes in 2023, which lasted four months and were also fueled by concerns over AI’s role in the entertainment industry.
The Impact of AI on Performers
Scott Lambright, an actor known for voicing monsters and non-player characters (NPCs) in video games, expressed concerns over AI’s effect on the industry. He argued that replacing actors with AI-generated voices could lead to lower-quality performances.
“Emotionally, it’s going to be shallow,” he warned.
Lambright also pointed out that many actors start their careers in smaller roles, like voicing NPCs, before moving on to more prominent characters. If AI takes over these roles, up-and-coming actors may struggle to gain experience and build confidence.
“Having those roles gives you the trust in yourself to take a bigger role,” he explained. “And if one doesn’t have access to NPC roles, telling a small part of a story… you’re going to have no confidence leading something.”
The Sticking Points in the Contract
The previous contract, negotiated in 2017, did not include AI protections. Today, SAG-AFTRA is pushing to include these safeguards for a broad range of performers covered under the agreement, including voice actors, motion capture artists, stunt coordinators, singers, dancers, puppeteers, and background performers.
However, video game companies, including major players like Activision, Disney Character Voices, Electronic Arts, and WB Games, have resisted extending AI protections beyond voice actors. The industry maintains that negotiations are progressing.
“We have reached tentative agreements on the vast majority of proposals and remain optimistic that we can reach a deal soon,” said Audrey Cooling, a spokesperson for the gaming companies.
Alternative Solutions and Industry Adjustments
In response to the AI concerns, SAG-AFTRA has taken steps outside of the primary negotiations to protect performers. In February, the union introduced a new contract specifically for independent and lower-budget video game projects, which includes AI protections that the larger gaming companies have not yet agreed to.
Additionally, in January, SAG-AFTRA signed a deal with AI voice company Replica Studios, allowing major studios to collaborate with union actors on digital voice replicas. This agreement ensures performers can opt out of indefinite AI usage of their voice, a step SAG-AFTRA President Fran Drescher praised as “a great example of AI being done right.”
Ethical Dilemmas and the Future of AI in Entertainment
Tim Friedlander, president of the National Association of Voice Actors, highlighted another critical issue: actors currently have no way of tracking how their recorded voices are being used. Some fear that AI models may have already been trained on decades’ worth of recorded material without their knowledge or consent.
Unchecked AI usage also raises ethical concerns. AI-generated voices could be used in ways that contradict an actor’s personal values, creating moral dilemmas.
“If my voice is out there … doing something that I wouldn’t say, now I’m potentially in conflict with myself. Now I’m losing work to my own voice,” Friedlander explained.
Looking Ahead
As the entertainment industry grapples with AI’s rapid evolution, the battle over performers’ rights in video games is far from over. The outcome of these negotiations could set a precedent for how AI is used across Hollywood and beyond. For now, the industry watches closely, as both sides prepare for a potential showdown over the future of digital performance.
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