Major video game companies, including Activision, Warner Bros, and Walt Disney, are facing the possibility of a strike by Hollywood performers over concerns about the use of artificial intelligence (AI) in the industry. This follows over a year and a half of negotiations for a new contract between these companies and the Screen Actors Guild-American Federation of Television and Radio Artists (Sag-Aftra), a union representing more than 2,500 video game performers.
While both parties have agreed on several key issues such as wages and job safety, protections regarding the use of AI technology remain unresolved. The main concern among performers is the potential misuse of generative AI to reproduce their voices and physical appearances without fair compensation. This has led Sag-Aftra to push for stronger contractual language that clearly protects performers from exploitation through AI.
In a statement, Sag-Aftra emphasized, “We’re not going to consent to a contract that allows companies to abuse AI to the detriment of our members.” The union is demanding assurances that AI will not be used to create or modify performances without the performers’ consent and appropriate compensation.
However, video game studios argue that they have already made significant concessions. Audrey Cooling, a spokesperson for the group of ten video game producers negotiating with Sag-Aftra, expressed disappointment over the union’s decision to walk away from the negotiations. “Our offer is directly responsive to Sag-Aftra’s concerns and extends meaningful AI protections that include requiring consent and fair compensation,” she stated.
The current dispute highlights the growing concerns within the entertainment industry over the use of AI technology. The last agreement, which did not include AI protections, expired in November 2022 and has been extended monthly during ongoing talks.
This situation mirrors a previous strike by film and television actors in the U.S., also organized by Sag-Aftra, which lasted 118 days and significantly impacted the industry. That strike resulted in $1 billion in new pay and benefits for TV and film actors, along with safeguards on the use of AI.
As the video game industry navigates these challenges, the outcome of these negotiations could set a precedent for future contracts involving AI and performer rights.
