SAG-AFTRA Union and Publishers at an Impasse Over AI Issues

The ongoing negotiations between the SAG-AFTRA union and game publishers over the implementation of artificial intelligence in performances are proving to be a challenge, with the parties still a significant distance from reaching a mutual understanding.

In their recent statement on their website, SAG-AFTRA acknowledged some progress and agreements on specific points, but emphasized that when it comes to AI, the gap remains frustratingly wide. Many union members involved in the gaming sector have been on strike since July 2024, primarily due to these differences regarding AI usage.

A key issue revolves around AI’s potential to replicate an actor’s voice, enabling publishers to reuse it without the actor’s consent or knowledge. This has been a contentious point, with publishers pushing for broader use of AI-generated voice replication.

SAG-AFTRA highlighted in their statement, “The bargaining group may suggest we’re closing in on a deal, but that simply isn’t true. They’re hoping to sow discord among our members. We urge you to check out our comprehensive comparison chart of AI proposals to see just how far apart we really are when it comes to protecting all performers.”

The union further criticized the publishers’ stance, explaining, “They’re aiming to use past performances and those from outside contracts without the safeguards we’re fighting for. Imagine having your voice used with no notification or compensation, powerless to stop it. Publishers want to keep using your voice, even during future strikes, without your approval. And once they’ve got your consent for its use, they’re not forthcoming about the actual usage.”

Despite these roadblocks with the bargaining group, SAG-AFTRA has found success in other quarters. Over 160 games have agreed to interim and independent deals with the union, with revenues from these projects surpassing those of non-struck productions. These agreements incorporate the protections SAG-AFTRA has been advocating for, showing that their expectations are realistic and acceptable to a wide range of gaming companies, even as others remain resistant.