SAG-AFTRA's Strike Against Video Game Companies: A Fight for AI Protections and Fair Compensation
SAG-AFTRA initiated a strike against major video game companies, including Activision and Electronic Arts, on July 26th, 2024, following prolonged negotiations. This action underscores the union's concerns regarding the ethical use of AI in the industry and the need for fair compensation for performers.
Key Issues Fueling the Strike:
The central conflict revolves around the unregulated use of artificial intelligence. While not inherently opposed to AI, SAG-AFTRA members express deep apprehension about its potential to displace human actors. Key concerns include:
- Unauthorized use of likeness and voice: The fear of AI replicating actors' voices and creating digital likenesses without consent is paramount.
- Displacement of actors: The possibility of AI taking over smaller roles, traditionally serving as stepping stones for aspiring actors, is a significant worry.
- Ethical considerations: The potential for AI-generated content to contradict an actor's personal values raises ethical dilemmas.
Temporary Solutions and New Agreements:
To address the challenges presented by AI and other issues, SAG-AFTRA has implemented new agreements:
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Tiered-Budget Independent Interactive Media Agreement (I-IMA): This agreement, introduced in February 2024, offers a tiered structure based on a game's budget, providing adjusted rates and terms for projects ranging from $250,000 to $30 million. Crucially, it incorporates AI protections previously rejected by the video game industry bargaining group.
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Interim Agreements: These agreements offer temporary solutions covering various aspects, including compensation, AI usage, rest periods, and payment terms. Importantly, they exclude expansion packs and DLCs, and projects approved under these agreements are exempt from the strike.
A significant development was a January 2024 side deal with Replica Studios, enabling unionized actors to license digital replicas of their voices under specific, opt-out conditions.
Negotiation Timeline and Union Resolve:
Negotiations began in October 2022. A resounding 98.32% yes vote on September 24, 2023, authorized the strike. While progress was made on certain issues, the lack of strong AI protections remains the primary obstacle.
SAG-AFTRA leadership firmly emphasizes the need for fair treatment and AI protections, citing the substantial profits of the video game industry and the indispensable role of its members. The union remains resolute in its pursuit of equitable conditions for its members within the evolving video game landscape.
