SAG-AFTRA Strikes Over AI Protections Against Major Video Game Companies
SAG-AFTRA has initiated a strike against major video game companies, including giants like Activision and Electronic Arts. This action stems from significant concerns regarding the use of artificial intelligence (AI) and the need for fair compensation for performers. Below, we delve into the details of the strike, the issues at hand, and the temporary solutions being implemented.
The Announcement and Main Sticking Points
SAG-AFTRA officially announced the strike against leading video game companies on July 26 at 12:01 a.m. This decision came after over 18 months of unsuccessful negotiations, as stated by SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland. The targeted companies include Activision Productions Inc., Blindlight LLC, Disney Character Voices Inc., Electronic Arts Productions Inc., Formosa Interactive LLC, Insomniac Games Inc., Llama Productions LLC, Take 2 Productions Inc., VoiceWorks Productions Inc., and WB Games Inc.
The crux of the dispute centers on the unregulated use of AI. While SAG-AFTRA acknowledges the potential of AI technology, its members are concerned about its potential to displace human performers. Key issues include the replication of actors' voices or digital likenesses without consent and the risk of AI taking over roles that are crucial for emerging actors. Ethical dilemmas also arise if AI-generated content does not reflect the actors' values.
Developer Workarounds During The Strike Period
In response to these challenges, SAG-AFTRA has introduced new agreements to navigate the strike's impact. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) is designed for projects that fall outside traditional agreements. This innovative approach categorizes projects into four tiers based on production budget, ranging from $250,000 to $30 million, with tailored rates and terms.
Launched in February, this agreement includes AI protections that were previously rejected by the video game industry bargaining group. Additionally, a side deal was made with AI voice company Replica Studios in January, allowing unionized actors to license digital replicas of their voices with the right to opt out of perpetual use.
The Interim Interactive Media Agreement and the Interim Interactive Localization Agreement offer temporary solutions, covering crucial aspects such as:
- Right of Rescission; Producer’s Default
- Compensation
- Rate Maximum
- Artificial Intelligence/Digital Modeling
- Rest Periods
- Meal Periods
- Late Payments
- Health & Retirement
- Casting & Auditions - Self Tape
- Overnight Location Consecutive Employment
- Set Medics
These agreements do not cover expansion packs, downloadable content, or other add-ons post-release. Projects approved under these agreements are exempt from the strike, allowing work to continue during this period.
Timeline of Negotiations and Union Resilience
Negotiations commenced in October 2022, with SAG-AFTRA members overwhelmingly approving a strike authorization on September 24, 2023, with a 98.32% yes vote. Despite progress in other areas, the primary unresolved issue remains the lack of clear and enforceable AI protections for performers.
SAG-AFTRA President Fran Drescher emphasized the union's firm stance, stating, “We’re not going to consent to a contract that allows companies to abuse A.I. to the detriment of our members. Enough is enough. When these companies get serious about offering an agreement our members can live and work with, we will be here, ready to negotiate.”
Crabtree-Ireland highlighted the industry's profits and the indispensable role of SAG-AFTRA members, saying, “It’s stunning that these video game studios haven’t learned anything from the lessons of last year, that our members can and will stand up and demand fair and equitable treatment with respect to A.I., and the public supports us in that.”
Interactive Media Agreement Negotiating Committee Chair Sarah Elmaleh reinforced the union's commitment, noting, “Eighteen months of negotiations have shown us that our employers are not interested in fair, reasonable A.I. protections, but rather flagrant exploitation. We refuse this paradigm, we will not leave any of our members behind, nor will we wait for sufficient protection any longer.”
As the strike continues, SAG-AFTRA remains resolute in its efforts to secure fair treatment and robust protections for its members within the dynamic video game industry.
