Hollywood Actors, Including SAG-AFTRA Members, Strike Against Activision, Warner Bros, and Disney Over AI Technology and Fair Compensation
Fiona Nanna, ForeMedia News
4 minutes read. Updated 5:40PM GMT Fri, 26July, 2024
Hollywood actors are once again taking a stand, this time over the use of artificial intelligence (AI) in video games. Major industry players, including Activision, Warner Bros, and Walt Disney, are facing an unprecedented strike led by the Screen Actors Guild-American Federation of Television and Radio Artists (Sag-Aftra). This action is the result of a protracted negotiation period spanning a year and a half concerning a new contract between the video game companies and the union representing over 2,500 performers.
The crux of the dispute lies in the use of AI technology. While progress has been made on various fronts such as wages and job safety, the integration and impact of AI in gaming remain a contentious issue. The union and the companies have reached agreements on several critical points; however, a significant stumbling block persists concerning protections against the misuse of AI.
Sag-Aftra’s strike is a follow-up to their previous action last year, which saw a sweeping shutdown of Hollywood’s film and television production. The union is deeply concerned about gaming studios employing generative AI to replicate the voices and likenesses of performers without providing fair compensation. The actors argue that the current negotiations fall short of addressing these concerns adequately.
“Although agreements have been reached on many issues, the employers refuse to clearly affirm in enforceable language that they will protect all performers covered by this contract concerning AI usage,” stated Sag-Aftra. The union’s stance is clear: they will not accept a contract that permits companies to exploit AI technologies to the detriment of their members.
On the other side, video game studios have expressed frustration over the stalled negotiations. Audrey Cooling, a spokesperson for the ten video game producers involved in the talks, voiced disappointment at the union’s decision to strike. “Our offer is directly responsive to Sag-Aftra’s concerns and includes meaningful AI protections that require consent and fair compensation for all performers working under the Interactive Media Agreement,” Cooling stated.
The Interactive Media Agreement pertains to artists involved in voiceover work and on-camera roles for video games. The previous agreement, which did not address AI concerns, expired in November 2022 but has been extended monthly while discussions continue.
This strike follows a landmark strike by TV and film actors last year, which led to a significant $1 billion (£790 million) increase in pay and benefits and introduced safeguards against AI exploitation. That 118-day strike, the longest in the union’s 90-year history, combined with a separate writers’ strike, caused severe disruptions in film and TV production, impacting California’s economy by over $6.5 billion, according to Deadline.
