SAG-AFTRA's strike against major video game companies, including Activision and Electronic Arts, highlights critical concerns about AI usage and fair compensation. This article explores the key issues, temporary solutions, and the union's unwavering stance.
SAG-AFTRA's Video Game Industry Strike
The Dispute: AI and Fair Compensation
On July 26th, SAG-AFTRA initiated a strike against prominent video game companies (Activision, Electronic Arts, and others) after prolonged negotiations failed. The central issue revolves around the unregulated use of AI. While not opposing AI technology itself, the union is deeply concerned about its potential to replace human performers, replicate voices and likenesses without consent, and undermine the career progression of less experienced actors. Ethical concerns also arise regarding AI-generated content that may not align with an actor's values.
Interim Agreements and Workarounds
To address the challenges, SAG-AFTRA has introduced new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) provides a framework for lower-budget projects ($250,000 to $30 million), including AI protections initially rejected by the industry bargaining group. A significant development was a January side deal with Replica Studios, enabling union actors to license digital voice replicas under specific terms, including the right to opt out of perpetual use.
The Interim Interactive Media Agreement and Interim Interactive Localization Agreement offer temporary solutions covering various aspects, including:
- Right of Rescission and Producer Default
- Compensation and Rate Maximums
- AI/Digital Modeling Protections
- Rest and Meal Periods
- Payment and Benefits
- Casting and Auditions
- Location Filming
These agreements exclude post-release expansions and DLC. Projects approved under these agreements are exempt from the strike.
The Road to the Strike and Union Resolve
Negotiations began in October 2022. A 98.32% yes vote on September 24, 2023, overwhelmingly authorized a strike. While progress was made on some issues, the lack of enforceable AI protections remains the major obstacle.
SAG-AFTRA President Fran Drescher stated, “We’re not going to consent to a contract that allows companies to abuse A.I. to the detriment of our members.” Duncan Crabtree-Ireland highlighted the industry's significant profits and the crucial role of SAG-AFTRA members. Sarah Elmaleh, the Negotiating Committee Chair, emphasized the union's commitment to fair AI practices and its rejection of exploitation.
The strike underscores SAG-AFTRA's dedication to securing fair treatment and protection for its members within the evolving video game industry.
