SAG-AFTRA and Publishers Still at an Impasse Over AI Issues

The ongoing negotiations between the SAG-AFTRA union and game publishers regarding the use of artificial intelligence in acting remain at a stalemate. While some progress has been made, a significant gap still exists, particularly concerning AI, according to a recent statement on the union’s website. Strike action by SAG-AFTRA members in the gaming industry has been underway since July 2024.

The main sticking point is AI technology. Certain publishers aim to replicate actors’ voices for future use without the actors’ consent or knowledge, which raises ethical and compensation concerns.

SAG-AFTRA has expressed skepticism over claims that a resolution is near, stating, “The bargaining group would have you believe that we are close to reaching a deal. This is not the case. They also are hoping our members will turn on each other.”

To better understand the impasse, the union encourages members to review their updated comparison chart on AI proposals, emphasizing the significant distance that remains in securing fundamental protections for performers. One of the union’s major concerns is the potential for past performances to be reused without any contractual safeguards, potentially leaving actors unaware of how their digital replicas are being utilized, uncompensated, and unable to object. Furthermore, if an actor consents to a specific use of their digital likeness, publishers may still withhold details of actual usage.

Despite challenges in negotiations with major bargaining entities, SAG-AFTRA has successfully established interim and independent agreements with more than 160 game projects. These agreements include the very protections they seek in broader negotiations and have collectively generated more revenue than projects not affected by the strike. This success highlights the viability of their proposed terms and suggests that many game companies, regardless of size, find these terms reasonable, in contrast to the continuing resistance from the larger bargaining companies.