The ongoing negotiations between the SAG-AFTRA union and game publishers regarding the use of artificial intelligence are still facing significant hurdles. Despite some advancements and settled matters, the union expressed on its website that there remains a stark divide over AI-related issues. Since July 2024, SAG-AFTRA members in the gaming sector have been on strike, underscoring the tensions surrounding this issue.
The heart of the disagreement lies in how AI might be used by publishers, such as creating digital replicas of actors’ voices without their consent for future use. SAG-AFTRA highlighted this crucial point in their statement: “The bargaining group may suggest we’re nearing a consensus, but that’s far from reality. Publishers are banking on our members turning against each other. We invite everyone to review our detailed comparison chart of AI proposals to truly understand the vast differences we have regarding essential AI protections for performers.”
The union further criticized the publishers’ insistence on exploiting past performances and sourcing from outside contracts without negotiating protections. They painted a concerning picture where an actor might be unaware of the use of their digital replica, receive no compensation, and have no recourse. Even more troubling, these replicas could continue to operate during future strikes, regardless of the actors’ consent. And if actors do grant permission for specific uses of their replicas, publishers are unwilling to disclose how these were ultimately utilized.
Despite these setbacks with the bargaining group, SAG-AFTRA reports significant achievements with other employers. Over 160 games have agreed to interim and independent contracts that include the protections the union seeks — protections that have proven workable and desirable for many game companies, irrespective of size. Interestingly, the revenue from these projects has surpassed that of games not impacted by the strike, suggesting widespread industry support for the union’s conditions, even as some bargaining companies remain resistant.
