The Hollywood actors’ union SAG-AFTRA has reached a landmark agreement with online talent marketplace Narrativ, empowering actors to monetize their voices through artificial intelligence. Announced on Wednesday, this new deal allows actors to license their voice replicas to advertisers while retaining control over pricing and usage.
As concerns grow about AI potentially misappropriating performers’ likenesses, this agreement is designed to protect actors and ensure they benefit financially from the technology. “Not all members will be interested in taking advantage of the opportunities that licensing their digital voice replicas might offer, and that’s understandable,” said Duncan Crabtree-Ireland, a SAG-AFTRA official. “But for those who do, you now have a safe option.”
Narrativ, known for connecting advertisers with actors to create audio ads using AI, will now facilitate this process under the new deal. Actors will have the authority to set the rates for their voice replicas, providing a controlled and lucrative avenue for those interested in participating.
This agreement marks a significant step in addressing the broader concerns about AI’s impact on the entertainment industry. By giving actors more control and financial benefits, SAG-AFTRA and Narrativ aim to ensure that the rise of AI in advertising does not come at the expense of performers’ rights and earnings.
