SAG-AFTRA Union and Publishers at Impasse Over AI Issues

SAG-AFTRA has announced that it is still struggling to reach an agreement with game publishers over the use of artificial intelligence in acting roles. In a recent update on their website, the union revealed that while some headway has been made with certain provisions, there remains a significant gap in negotiations concerning AI. Union members in the gaming sector have been on strike since July 2024 over this issue.

The main point of contention lies in how AI can be utilized, with certain publishers aiming to create and use digital replicas of actors’ voices without the actors being aware. This has raised considerable concern among performers. SAG-AFTRA commented on the current state of negotiations, saying, “The bargaining group would have you believe that we are close to reaching a deal.” However, they insist that this is far from the truth, emphasizing the importance of unity among their members in this ongoing struggle.

They urged members to review a detailed comparison chart of the AI proposals, highlighting the existing disparity between the union’s demands and the publishers’ offers on essential AI protections for performers. According to the union, some publishers want unrestricted access to past performances and any other materials they can obtain, without the need for negotiated safeguards. This could leave actors in the dark about how their digital selves are used, offering no compensation and no control over potential future uses, including during strikes. Furthermore, if actors consent to specific uses of their digital likenesses, the publishers are not obligated to disclose how their likenesses are actually utilized.

Despite these challenges in the bargaining process, SAG-AFTRA has had significant success negotiating with other employers. In fact, more than 160 game projects have signed interim and independent agreements, leading to earnings that surpass those of projects not affected by the strike. These agreements include the protective measures that SAG-AFTRA has been pushing for with the major bargaining parties, proving that their demands are both practical and accepted by many game companies, even if some publishers remain resistant.