Major video game companies, including Activision, Warner Bros, and Walt Disney, are facing a significant strike action by Hollywood performers over the use of artificial intelligence (AI) in the gaming industry. The strike, initiated by the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA), marks a new chapter in a prolonged dispute that has already disrupted the film and television sectors.
For over a year and a half, SAG-AFTRA has been negotiating with video game studios to reach a new contract. While the two parties have managed to agree on several key issues such as wages and job safety, AI protections remain a major stumbling block. Performers are concerned about the potential for gaming studios to use generative AI to replicate their voices and likenesses for video game characters without adequate compensation.
“Despite progress on many fronts, we cannot agree to a contract that does not offer clear, enforceable protections against the misuse of AI,” said SAG-AFTRA in a statement. “Our members’ rights must be safeguarded against any potential abuse of AI technology.”
The dispute centers on the Interactive Media Agreement, which governs the terms for voiceover and on-camera work for video games. The agreement, which expired in November 2022, has been extended on a month-to-month basis while negotiations continued. The union is demanding explicit language in the contract to ensure that performers are compensated fairly and their rights are protected when AI is used to recreate their performances.
On the other side, video game studios assert that they have already made substantial concessions to address SAG-AFTRA’s concerns. “We are disappointed that the union has chosen to strike when we are so close to finalizing a deal,” said Audrey Cooling, spokesperson for the group of video game producers. “Our offer includes significant AI protections, such as requiring consent and fair compensation for all performers working under the Interactive Media Agreement.”
The strike by SAG-AFTRA follows a similar industrial action last year, which saw film and television actors halt their work across Hollywood. The union’s actions reflect broader concerns about the impact of AI on creative industries, with performers increasingly wary of losing control over their intellectual property and professional livelihoods.
The outcome of this strike could have far-reaching implications not only for video game studios but also for the broader entertainment industry as it grapples with the growing influence of AI technologies. As both sides continue to negotiate, the industry watches closely to see how this dispute will unfold and what precedents it may set for the future.
