The Screen Actors Guild-American Federation of Television and Radio Performers (SAG-AFTRA), a powerful Hollywood union, has announced a strike against several major video game production companies, a major move that will affect all video game productions made under the Interactive Media Agreement.
The decision to strike comes after more than a year of fruitless negotiations with video game makers over the use of artificial intelligence (AI) and its impact on performers.
The negotiations include industry giants such as Activision Productions, Electronic Arts, Take-Two Interactive, Epic Games, Disney Character Voices and Warner Bros. Discovery's WB Games. At the heart of the dispute is the union's demand for fair compensation and clear informed consent rights regarding the use of AI involving the faces, voices and bodies of video game performers.
Although the two companies reached an agreement on a wide range of issues, they have not agreed to include AI clauses for all performers covered by the contract.
Employers agreed to 24 of 25 proposals put forward by the union, including wage increases and safety measures, but protections over the use of AI remain a sticking point. Video game companies expressed disappointment at the union's decision to strike and signaled they were close to a comprehensive agreement.
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This is not the first time SAG-AFTRA has staged a strike in the entertainment industry: Last year, actors and writers represented by the union also launched strikes against Hollywood studios over poor working conditions and inadequate AI protections.
The use of AI in entertainment has become a contentious issue because it raises questions about performers' rights in an evolving digital environment. As technology advances, allowing for more realistic digital representations, and AI-generated performances that may closely resemble real-life actors, unions are calling for clear boundaries and protections to be established.
With both sides seemingly solidifying their positions, the path forward is unclear. Industries that rely heavily on the talent represented by SAG-AFTRA could face major disruption if a resolution isn't reached quickly. For now, the strike continues, but it highlights the challenges facing talent in an industry at the forefront of technology.
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