Actors' Union Secures Vital Protections Against AI Exploitation in Gaming Industry

In a significant victory for voice actors in the gaming industry, the SAG-AFTRA union has resumed negotiations with major AAA game developers and publishers, aiming to safeguard the rights and livelihoods of those providing voice work, motion capture performances, and on-screen depictions in video games. The negotiations come on the heels of a strike by SAG-AFTRA-represented actors in July 2024, which was prompted by the growing threat of AI encroachment on their roles.

Securing Ethical Contracts and Responsible AI Usage in Gaming

Negotiating for Fair, Ethical, and Responsible Contract Terms

The ongoing negotiations between SAG-AFTRA and the gaming industry are focused on establishing fair, ethical, and responsible contract terms, including the use of artificial intelligence. According to Duncan Crabtree-Ireland, SAG-AFTRA's National Executive Director and Chief Negotiator, the union is committed to reaching an agreement on their Interactive Media Agreement, which would provide essential protections for actors."As we return to negotiations tomorrow, I hope we are able to reach an agreement on our Interactive Media Agreement," Crabtree-Ireland stated. "But if not, we will keep on working with the companies that are prepared to agree to fair, ethical, and responsible contract terms, including for the use of artificial intelligence."

Embracing Fundamental, Ethical Guidelines for AI Usage

Sarah Elmaleh, the Interactive Media Agreement Negotiating Committee Chair, emphasized the importance of establishing humane protections for actors against AI exploitation. "Humane protections for actors against A.I. exploitation are not an unreasonable ask — and the success of these contracts shows that most companies agree," Elmaleh stated.Elmaleh further noted that companies are willing to embrace fundamental, ethical guidelines around the use of AI, alongside equitable accommodation of this technology, in order to collaborate with professional talent. This collaborative approach demonstrates a shared understanding of the need to balance technological advancements with the rights and well-being of the creative workforce.

Actors Eager to Partner with Respectful Companies

The success of the union's negotiated contracts has also highlighted the eagerness of actors to partner with companies that respect their rights and interests. Elmaleh stated, "They are happy to embrace fundamental, ethical guidelines around this tool — alongside equitable accommodation of it — in order to collaborate with professional talent. And talent are likewise eager and delighted to partner with companies that respect them."This mutual understanding and willingness to work together towards ethical and responsible practices in the gaming industry are crucial steps in ensuring the long-term sustainability and well-being of the creative workforce.

Overcoming the Threat of AI Exploitation

The ongoing negotiations between SAG-AFTRA and the gaming industry are a testament to the union's commitment to protecting its members from the growing threat of AI exploitation. AI continues to persist as a challenge across various entertainment mediums, and the success of these negotiations could pave the way for promising progress in addressing this issue.By securing fair, ethical, and responsible contract terms, including guidelines for the use of AI, the union is working to ensure that actors can continue to do what they love without worrying about the security of their jobs. This is a significant step towards creating a more equitable and sustainable gaming industry, where the rights and well-being of the creative workforce are prioritized.

Challenging the Prioritization of Profits over Protections

The negotiations also highlight the ongoing struggle to ensure that workers, particularly in the creative industries, receive the basic protections and rights they deserve. As the article notes, it is "insane" that anyone could deny a worker these fundamental, commonplace protections, yet the pursuit of profits often leads to the exploitation of the very people who drive the success of the industry.The SAG-AFTRA union's efforts to secure these protections for its members are a testament to the importance of collective bargaining and the power of organized labor in standing up for the rights of workers. By continuing to negotiate and advocate for fair and ethical practices, the union is challenging the prioritization of profits over the well-being and security of the creative workforce.