SAG-AFTRA’s AI Deal Is Not A Win For Video Game VAs

The entertainment industry is no stranger to rapid technological advancements, and the recent SAG-AFTRA AI deal with Replica Studios marks a significant collaborative milestone in the integration of artificial intelligence within the realm of video games, a hot topic in recent months.

However, despite promising “fully informed consent and fair compensation” for voice actors, the response from those artists suggests that they were kept in the dark about the negotiations. This reveals deep-seated concerns and raises questions about the true impact on their profession.

SAG-AFTRA and Replica Studios Introduce Groundbreaking AI Voice Agreement at CES https://t.co/9OmYhDswiy

— SAG-AFTRA NEWS (@sagaftranews) January 9, 2024

Navigating The Technological Landscape

The terms laid out in the agreement between SAG-AFTRA and Replica Studios provide a framework for the ethical use of AI in creating digital voice replicas. Crucially, the SAG_AFTRA AI deal emphasizes informed consent, a nod to the increasing role of AI in replicating actors’ voices.

Duncan Crabtree-Ireland, the union’s executive director, highlighted the importance of these terms, framing them as a progressive step forward. The agreement not only addresses consent but also outlines stringent requirements for the secure storage of digital assets, a facet often overlooked in previous negotiations.

This is an evolutionary step forward. AI technology is not something we can block. It’s not something we can stop. That’s not a tactic or a strategy that’s ever worked for labor in the past.” – Crabtree-Ireland.

By establishing guidelines that both protect performers’ rights and facilitate content creation, the union aims to position itself as a forward-thinking collaborator in the evolving landscape of entertainment technology. How they’re doing that while also sidelining voice actors is anyone’s guess.

On top of all of that, Crabtree-Ireland’s assertion that these terms are agreeable to artists without hindering their creative process emphasizes a symbiotic relationship between AI and the creative industry. Besides, this isn’t the first time something like this has happened either.

Learning From History

The backdrop of the 2023 SAG-AFTRA strike serves as a poignant reminder of the industry’s struggle to adapt to the rise of AI. The previous strike led to a consensus between the union and major studios, represented by the Alliance of Motion Picture and Television Producers.

It helped establish consent and compensation requirements for AI’s use in replicating actors’ likenesses. Notably, this deal did not impose restrictions on studios training AI systems to create entirely synthetic actors. If you think that sounds like the plot to a Black Mirror episode, then you’re right, because it literally is.

The current negotiation with a coalition of major video game studios reflects the union’s continued effort to navigate the complexities of AI integration. The obtained strike authorization vote underscores the stakes involved, emphasizing the importance of reaching a mutually beneficial agreement.

Crabtree-Ireland’s optimism that the Replica Studios deal could catalyze discussions with video game companies suggests a collaborative approach, seeking inspiration rather than confrontation in shaping the industry’s future. But role does Replica play in all of this anyway?

I hope the video game companies will take this as an inspiration to help us move forward in that negotiation.” – Crabtree-Ireland.

The Role Of Replica Studios

Replica, the AI voiceover studio at the center of this collaboration, has been at the forefront of AI technology since its platform launch in 2019. The company’s CEO, Shreyas Nivas, highlighted their commitment to standardizing contract language for AI voice licenses, indicating a proactive stance toward addressing ethical concerns.

The introduction of “Smart NPCs” that utilize OpenAI and other language models demonstrates a commitment to innovation in enhancing user experiences. Nivas’s emphasis on years of work in standardizing contract language underlines a dedication to establishing fair practices in an evolving landscape.

For SAG and Replica, the potential for voiceover performers to explore new employment opportunities through licensing their AI voices for video games signals a paradigm shift, where AI becomes a tool for empowerment rather than a threat to traditional roles. But it looks like the voice actors themselves have a different opinion.

Discontent And Disapproval

While SAG-AFTRA defends the agreement as a means to adapt to the changing landscape of AI technology, practically all voice actors vehemently oppose it. The fundamental clash between the union’s vision of progress and the fears of voice actors reflects a broader tension within the industry.

Many prominent artists have expressed their dissatisfaction through social media. Fallout and Mortal Kombat voice actor Sunil Malhotra, who actively participated in a strike in 2023 to safeguard the rights of voice actors, expressed his frustration, stating that he did not sacrifice time striking to have his AI replica “shopped around.”

What?! When was I notified of this specific agreement, let alone given the chance to approve it? I sacrificed to strike half of last yr to keep my profession alive, not shop around my AI replica (which they’re using to create new non-union/human voices). What the hell @sagaftra? https://t.co/juCUhB1r63

— Sunil Malhotra (@ThatSunil) January 9, 2024

Steve Blum, recognized for his prolific contributions to video games, voiced his concerns, claiming that nobody in his circle had approved the SAG_AFTRA AI deal. The lack of consensus among voice actors who were affected by the agreement raises questions about the transparency of the negotiation process.

Andrew Russell, known for his work in World of Warcraft, minced no words, labeling the deal as “garbage.” This sentiment was echoed by Shelby Young, the voice of Yuko in the upcoming Persona 3: Reload, who expressed being “really disappointed” in the union for their decision.

Excuse me? With all due respect…you state in the article “Approved by affected members of the union’s voiceover performer community.” Nobody in our community approved this that I know of. Games are the bulk of my livelihood and have been for years. Who are you referring to?

— Steve Blum (@blumspew) January 9, 2024

The Discontent Goes Beyond Just Gaming

While SAG’s current deal only affects video game voice actors, artists from other entertainment realms have also criticized the agreement. Joshua Seth, famed for voicing Tai in Digimon, condemned it as a “big mistake,” and audiobook narrator Paige Reisenfeld expressed shame that her union payments contributed to the deal.

Veronica Taylor, the iconic voice of Ash in Pokémon, questioned the legitimacy of the deal, asking how it was made without being put to a vote. The unity of disapproval from both gaming and non-gaming voice actors underscores the widespread concern over the potential ramifications of AI integration into the industry.

How has this agreement passed without notice or vote? “voice to be used as a training data set”? Why can’t the actual actor be used for the videogame??? Every job brings a unique opportunity for an actor to …act. Encouraging/allowing AI replacement is a slippery slope downward.

— Veronica Taylor (@TheVeronicaT) January 10, 2024

The Union Vs Its Members

The main point of the issue lies in the perceived disconnect between the union leadership and its members. SAG-AFTRA President Fran Drescher sees the deal as “a great example of AI being done right,” and highlighted the potential benefits for both AAA studios and Replica.

However, the opposition from within the union’s own ranks indicates a significant breakdown in communication. Voice actor Greg Baldwin, known for his role as Uncle Iroh in “Avatar: The Last Airbender,” accused the union of betrayal, promising to refuse signing his own personal “pink slip.”

And this one’s for you. https://t.co/f6VIt5dGcP pic.twitter.com/36fOM5RD4n

— Greg Baldwin (@GregBaldwinIroh) January 10, 2024

Samantha A. Morrison, a voice acting casting director, accused the union of spreading lies, stating that no voice actor would willingly approve the use of AI in voiceover, deeming AI’s place in the arts as questionable. The situation draws parallels with the union’s previous struggles in negotiating with major video game companies since 2022.

The authorization of a strike in September 2023 was a testament to the challenges faced by SAG-AFTRA in securing favorable terms for voice actors in the digital age. However, the current disagreement within the union itself over the SAG-AFTRA AI deal indicates a deeper divide that threatens the solidarity needed to protect the rights of its members.

sag: goes on strike for months to prevent AI for on camera actors

also sag: unveils a surprise contract signed without warning on all our behalves that lets voice actors be replaced by AI

woooo we are totally definitely treated the same wooooooooo

— Erika Harlacher-Stone (@ErikaHarlacher) January 11, 2024

Unveiling The Agreement

After all the backlash, SAG attempted to mitigate the damage by releasing the full agreement. The released agreement reveals two pivotal components: a development contract overseeing the creation of an AI voice, termed a “digital replica,” and a licensing contract dictating the usage of these replicas in game development.

Compensation lies at the heart of the agreement. Voice actors will receive a standard union fee for the initial recording session to craft a digital replica. Additional compensation becomes negotiable if actors allow Replica Studios to utilize the replica beyond a specified timeframe.

Today's full Instagram Live on the Replica Studios agreement will be available on our Instagram soon! For now, learn more about the agreement on our website: https://t.co/cv903BNN5i

— SAG-AFTRA (@sagaftra) January 11, 2024

There’s also room for negotiation if developers seek to create replicas from previously recorded material, extending the reach to deceased performers with the approval of their estates. Protections are firmly embedded, and actors have the right to know the specific games where their AI voice will be used before granting approval.

While the agreement charts new territories, it comes with clear limitations. Primarily designed for video game use, it excludes applications in animated films or television. The SAG-AFTRA AI deal marks this collaboration with Replica Studios as “experimental,” emphasizing its one-year term as a testing ground for AI’s integration into gaming.

https://twitter.com/KaggyFilms/status/1744947457086111918

Navigating The Future Of Voice Acting In Gaming

As the dust settles on the controversy surrounding the SAG-AFTRA AI deal, the gaming industry finds itself at a crossroads. While AI presents exciting opportunities for efficiency and innovation, it shouldn’t come at the cost of sidelining the very artists who bring characters to life.

To move forward, the union must reassess how it negotiates, actively considering and hearing the voices of its members. Transparency, open dialogue, and a genuine understanding of the fears surrounding AI integration into the industry must become paramount.

The union’s responsibility is not only to navigate the present challenges but also to safeguard the future of voice acting. Striking the right balance between embracing technological progress and respecting the concerns of voice actors will ultimately determine whether the SAG-AFTRA AI deal becomes a stepping stone or a stumbling block in the evolution of gaming voices.