As the video game industry grapples with widespread layoffs and the rise of generative AI, the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) is taking center stage at this year’s Game Developers Conference (GDC) to advocate for ethical AI usage and worker protections.
The union, which represents performers in video games, film, and television, has been embroiled in contentious contract negotiations with major game companies over AI safeguards. At the heart of the dispute is SAG-AFTRA’s push for comprehensive protections against the unethical use of AI in game development and performance capture.
Specifically, SAG-AFTRA is seeking to prevent game studios from using AI to generate synthetic performances without consent or compensation for actors. There are concerns that companies could leverage AI voice cloning and motion capture technologies to create digital replicas of performers, circumventing the need to hire them for new projects.
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“We’re doing everything we can to convince and bring pressure on these companies so that they will actually come back to the table and make a fair deal for all of the performers who work for them,” said Duncan Crabtree-Ireland, SAG-AFTRA’s chief negotiator.
The SAG-AFTRA argues that any use of an actor’s voice, likeness, or performance data should require their explicit permission and fair residual payments. However, major game publishers like Activision Blizzard, Electronic Arts, and others have reportedly pushed back against SAG-AFTRA’s proposed AI restrictions.
The stalemate has raised the specter of a potential strike by voice actors, following a nearly unanimous strike authorization vote last fall. While SAG-AFTRA remains committed to reaching an agreement, Crabtree-Ireland acknowledged that a work stoppage might be inevitable if game companies refuse to budge on AI protections.
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SAG-AFTRA warns that failure to establish ethical AI guidelines could “come back to bite” game studios by damaging public perception and drawing backlash from consumers who value responsible technology practices. Crabtree-Ireland reiterated: “[A upcoming strike] won’t be a matter of months, but possibly a matter of weeks.”
“Obviously, strikes are a last resort for us because they cause great disruption,” he said. “But the companies really have to move off this idea that AI protections can be limited to just a subset of performers.”
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The high-stakes negotiations reflect the gaming industry’s precarious relationship with AI as companies race to capitalize on the cost-saving potential of generative AI while actors and creators demand safeguards against exploitative practices that could undermine their professions.
At GDC, SAG-AFTRA representatives like Sarah Elmaleh, chair of the union’s Interactive Negotiating Committee, and Ray Rodriguez, chief contracts officer, aim to establish guardrails that safeguard performers’ rights while embracing the technology’s potential.
Through panels and meetings, Elmaleh and Rodriguez are advocating for an ethical framework around AI usage in game development. This includes restricting unconsented voice cloning, securing residual payments for performers whose data is used to train AI systems, and implementing transparency around when AI generation is employed.
“I certainly view AI with apprehension and a great deal of concern about what could happen, but I don’t view it in an exclusively negative light,” Rodriguez stated. “It is the challenge that is before us, and it’s a challenge that we should feel confident we can work through by collaborating with developers and AI companies.”
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Rodriguez stressed that SAG-AFTRA is not seeking to impede AI’s progress, but rather ensure it develops in a way that respects and compensates artists fairly. SAG-AFTRA hopes to work cooperatively with game studios to create mutually agreeable guidelines.
The union’s efforts extend beyond just AI, as it also supports broader worker protections and the potential unionization of game developers themselves amid major workforce reductions. Elmaleh, a veteran game performer with credits like High on Life and Final Fantasy XV, expressed solidarity with developers facing layoffs and called for self-determination in the industry.
“As someone immersed in game development, I’m in awe of my developer collaborators – how creative, smart and grounded they are,” Elmaleh said. “My heart breaks to see them suffer layoffs and upheaval. I wish developers every bit of luck and solidarity, and I’m here for resources, support and shared action whenever they seek a path to self-protection and sustainable careers.”
The AI debate at GDC comes amid a turbulent period for the gaming industry. Major studios like Activision Blizzard, Electronic Arts, and others have implemented significant job cuts affecting thousands of employees, citing economic pressures and a pivot toward emerging technologies like AI as cost-cutting measures.
Meanwhile, AI’s accelerating integration into game development has sparked widespread concerns over the potential misuse and exploitation of performers. A key fear is the creation of synthetic voice performances, digital avatars, and other AI-generated content without proper compensation or consent from the actors involved.
Nvidia’s recent unveiling of its AI-powered character voicing tool, Ace, at CES reignited these debates. While touted as a revolutionary technology to create fully-voiced non-player characters, it raised alarms after revelations that Ace’s underlying models could contain copyrighted training data.
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“The AI genie is out of the bottle, but we have an opportunity to get ahead of it and establish equitable rules,” said Sarah Elmaleh. “We’re here to collaborate with all stakeholders to protect creative professionals while allowing the positive potential of these technologies to be realized responsibly.”
By taking a central role at GDC, SAG-AFTRA is positioning itself as a key voice shaping AI’s integration in an ethical manner that doesn’t undermine performers’ livelihoods.
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Ray Rodriguez emphasized that the games business has historically adapted to technological disruption. “This is a challenge we can work through by proactively cooperating rather than railing against an inevitable force,” he stated. “We aim to be partners in innovating the right way.”
“The whole history of the entertainment industry is a history of disruptive technologies,” Rodriguez explained. “The lesson from that is that you can’t avoid new technology, and the sky thus far isn’t actually falling. It feels like it! I don’t mean to make light of anyone’s concern, especially as it comes to AI technology. It does contain within it the risk of an existential threat, but history teaches us that the only way out is through.”
As GDC unfolds, all eyes will be on SAG-AFTRA’s efforts to navigate the AI landscape and advocate for fair working conditions amidst the game industry’s transformation. The union’s actions could set a precedent for how performers and creators adapt to the challenges and opportunities presented by generative AI technologies.
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