Hollywood Performers Threaten Strike Over AI Protections in Video Game Industry

Major video game companies, including Activision, Warner Bros, and Walt Disney, are facing the prospect of a strike by Hollywood performers due to unresolved issues surrounding artificial intelligence (AI) in their contracts. The Screen Actors Guild-American Federation of Television and Radio Artists (Sag-Aftra) represents over 2,500 video game performers and has been in negotiations for a year and a half. While some agreements have been reached regarding wages and job safety, the use of AI technology remains a significant sticking point. The union has expressed concerns that gaming studios may utilize generative AI to replicate performers' voices and likenesses for video game characters without fair compensation. Sag-Aftra emphasized that they cannot agree to a contract that permits companies to exploit AI at the expense of their members. The union's statement highlighted the need for clear and enforceable protections regarding AI usage, which they feel have not been adequately addressed by the employers. In response, video game studios argue that they have made substantial concessions to meet the union's demands. Audrey Cooling, a spokesperson for the negotiating studios, expressed disappointment over the union's decision to walk away from negotiations, asserting that their offer includes meaningful AI protections, such as requiring consent and fair compensation for performers. The ongoing discussions are critical, as the previous Interactive Media Agreement, which lacked AI protections, has been extended monthly since its expiration in November 2022. The stakes are high, especially following last year's successful strike by TV and film actors, which resulted in significant pay increases and AI safeguards, highlighting the growing importance of these issues in the entertainment industry.