Remember SAG-AFTRA strikes? SAG-AFTRA has finalized a significant agreement with Narrativ, an online marketplace for A.I.-generated audio advertisements, aimed at setting new standards for the ethical use of digital voice replicas.

Under this deal, SAG-AFTRA members can now license their digital voice replicas for use in digital audio ads. The agreement includes several key provisions to ensure the ethical management of these voice replicas:

• Informed consent: Performers must be fully informed about how their digital voice will be used, including details about the advertisement’s content and context. They must approve the final version of the ad before it is released.
• Fair compensation: Members will set their own rates for the use of their digital voice replicas, which must meet or exceed the minimum compensation standards outlined in the SAG-AFTRA Audio Commercials Contract.
• Control and preferences: Performers can specify their preferences regarding the types of advertisements they wish to be involved in and can reject offers that do not align with their personal brand. They also have the opportunity to negotiate higher compensation if needed.

This isn’t just about actors getting a new gig; it’s about setting standards for how AI can be used in the creative industry. The deal aims to ensure that actors are fairly compensated, their digital voices are used with consent, and there’s a clear framework for how these replicas can be employed.

The Narrativ platform facilitates connections between advertisers and performers for creating digital audio commercials. Performers can set their preferences and pricing on their profiles, and advertisers must provide a draft of the ad and details about the product or service being promoted. Performers can review these offers and approve or decline them based on their preferences.

In addition to generating new income opportunities for SAG-AFTRA members, the deal includes contributions to the union’s Health and Retirement plans for every ad featuring a member. This supports the financial security of the performers and helps sustain these plans in the long term.

What have SAG-AFTRA strikes changed, and why is this deal important?

The deal is important because it sets a new standard for ethical A.I. use in the industry. By establishing clear guidelines for informed consent, fair compensation, and control over digital likenesses, it provides a responsible framework for integrating A.I. technology into media.

For performers, this agreement offers significant protections and new income opportunities. It ensures that they are compensated fairly and have control over how their digital voices are used, which is crucial in an industry increasingly reliant on digital technology.

Additionally, the deal serves as a model for how other organizations and industries might handle similar issues. It demonstrates that technological advancements can be aligned with ethical practices and fair treatment, influencing future agreements and policies in the entertainment sector and beyond.

What is Narrativ?

Narrativ is an online marketplace that specializes in connecting advertisers with voice actors for the creation of A.I.-generated audio advertisements. It allows performers to license their digital voice replicas for use in digital audio ads.

This platform facilitates the ethical and transparent use of digital voice technology, ensuring that voice actors are fairly compensated and have control over how their voices are used in advertisements. The recent agreement with SAG-AFTRA aims to set new standards for managing digital voice replicas responsibly and ethically.

Featured image credit: SAG-AFTRA

The latest SAG AFTRA AI deal has sparked controversy and made people raise questions about the video gaming industry, considering the union’s latest fight against artificial intelligence. This collaboration focuses on using artificial intelligence to create digital copies of actors’ voices specifically for video games. The revelation at the Consumer Electronics Show (CES) in Las Vegas marks a significant step towards integrating technology into the entertainment industry.

The introduction of AI-generated voice replicas has sparked a mix of reactions among the talented voices. While the deal opens doors to new opportunities, concerns from some SAG AFTRA actors have surfaced on social media. As we dig into the details of this transformative collaboration, we’ll also revisit the union’s past encounters with AI, reflecting on the 2023 strike and drawing parallels with previous agreements in Hollywood. Let’s take a look at all the details of the SAG AFTRA AI deal.

Details of the SAG AFTRA AI deal

Today, SAG AFTRA, a union of actors, announced a big deal with a tech company called Replica Studios. They’re teaming up to use AI to make digital copies of actors’ voices for video games. The union boss, Duncan Crabtree-Ireland, explained the SAG AFTRA AI deal at CES 2024 in Las Vegas. He said it includes rules for getting permission to use AI voices and making sure the digital copies are kept safe.

The idea behind the SAG AFTRA AI deal is to make technology work for actors, not against them. Crabtree-Ireland wants to use new tech in a way that helps performers instead of blocking progress.

SAG AFTRA video game strike

This isn’t the first time SAG AFTRA is dealing with AI. Back in 2023, there was a big strike. The union and major studios made a deal about using AI to copy actors’ faces. But that deal didn’t stop studios from making totally fake actors with AI.

Now, there’s another negotiation with big video game studios, and a strike might happen again. Some actors are upset about the idea of AI copying their voices, no matter the rules. The current talks are following a similar path to the Hollywood deal, with rules on payment, safety, transparency, and how long a copied voice can be used without asking the actor.

What is SAG AFTRA?

SAG AFTRA is a powerful union formed in 2012 by joining two groups – SAG and AFTRA. They represent around 160,000 media professionals worldwide. The union is part of the AFL-CIO, the biggest union group in the U.S., and also part of the International Federation of Actors (FIA). Their main job is to protect the rights and interests of people working in media.

Who leads SAG AFTRA?

Running the show at SAG AFTRA is Fran Drescher. She’s an American actress and comedian famous for creating and producing “The Nanny” TV show. Drescher is a successful entertainer and the national president of SAG AFTRA, guiding the union through the challenges of the entertainment world and new technologies.

It is clear the union is paving the way forward. Balancing the dance between actors and artificial intelligence shows how the industry is navigating new paths. With exciting possibilities and the need to protect artistic expression, SAG-AFTRA’s journey reminds us of the importance of finding harmony between technology and the timeless art of storytelling.

Featured image credit: Tim Wildsmith/Unsplash

The world of video games, often associated with epic quests, immersive storytelling, and cutting-edge technology, is facing its own epic battle on a different front. SAG-AFTRA, the Screen Actors Guild‐American Federation of Television and Radio Artists, has sounded the rallying cry, asserting that the industry has failed to address crucial issues related to on-set protections, artificial intelligence (AI) regulations, and fair wages during contract negotiations.

Their response? A resounding call for a potential strike against ten major video game companies.

🎮 TOMORROW, 9/7 at 6 PT/9 ET: Get info, strategize & VOTE YES to reshape the industry. #LevelUpMyContract#SagAftraMembers, the future of games is in our hands! Join us for an update on the Interactive Media (Video Game) Agreement. Get more info/RSVP👇 https://t.co/mIdm7pNTaE

— SAG-AFTRA (@sagaftra) September 6, 2023

Artificial intelligence vs. artists: The showdown in the video game industry

SAG-AFTRA, representing the interests of actors and performers, took a unanimous vote to authorize a strike against video game industry giants. This move follows the failure of these companies to meet the members’ demands, mirroring the ongoing strike action within the film and television industry. The common thread in both battles is the pursuit of fair compensation and protection against the “unrestrained use of artificial intelligence.”

Fran Drescher, the president of SAG-AFTRA, expressed the sentiment shared by many members, saying, “Here we go again! Now our Interactive (Video Game) Agreement is at a stalemate too. Once again we are facing employer greed and disrespect. Once again artificial intelligence is putting our members in jeopardy of reducing their opportunity to work.”

The Interactive Media Agreement has been a point of contention, covering union members’ employment with companies like Activision Productions, Epic Games, and Warner Bros. Games. Originally set to expire last November, it was extended for a year due to disagreements between the union and these major players. The heart of the matter lies in the union’s call for regulations on how artificial intelligence can be used in performance capture. This process involves tracking the movements of trained actors and stunt performers, digitally preserving their actions and expressions for video game animation.

The union’s concerns aren’t limited to the digital realm; they also extend to voice actors working in video games. SAG-AFTRA demands contractual protections against the “extinction of their artistry and livelihoods” in the face of advanced AI use in voice and performance capture.

Moreover, background actors on strike in the film and television industry have raised alarms about being replaced by AI. The fear is that studios will employ AI to manipulate 3D scans of actors on set, potentially replacing them entirely. While studios deny this accusation, it highlights the wider implications of AI’s influence on the entertainment industry.

SAG-AFTRA’s demands are multifaceted, encompassing wage increases for video game performers, equivalent rest periods to their on-camera counterparts, the presence of a set medic during stunts or hazardous work, bans on stunts during self-taped auditions, and vocal stress protections.

Greed meets resistance

Drawing connections between these two SAG-AFTRA contracts, Fran Drescher warns of the “disease of greed” spreading within the industry, threatening workers’ livelihoods and the usefulness of humans. The fight for worker rights, it seems, extends far beyond the world of pixels and polygons.

This strike authorization vote occurs amid a broader movement to unionize the video game industry. Earlier this year, SEGA of America’s workers voted to unionize. At the same time, quality assurance testers at Microsoft’s Zenimax Studios, the publisher behind titles like Elder Scrolls and Doom, formed the largest union in the U.S. games industry.

As the union’s national board gears up to resume negotiations with video game companies on September 26, they propose having a member-approved strike authorization in hand when bargaining resumes. Voting on the matter will conclude on September 25.

In this ongoing battle, SAG-AFTRA’s members are determined to secure their rights, ensuring that the magic of video games is not built on the backs of exploited workers. Their quest for fair treatment and safeguards against AI’s unbridled use highlights the evolving challenges the entertainment industry faces in the digital age.

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Featured image credit: SAG-AFTRA