Amidst stalled negotiations over A.I. rights, SAG-AFTRA has declared a strike affecting key players in the video game industry starting July 26.
SAG-AFTRA, which represents actors and performers, has officially called a strike in the video game industry starting July 26. This action follows prolonged negotiations with major game companies like Activision, Disney, and Electronic Arts that failed to reach an agreement on A.I. protections for union members.
The core issue is the use of actors' likenesses—think voices, faces, and movements—in video games. The union wants new agreements that would provide clear protections and fair compensation for the use of these personal attributes in games, something the studios have hesitated to fully endorse.
Negotiations kicked off in October 2022, and by September 2023, a whopping 98.32% of SAG-AFTRA members supported a strike, showing a strong united front on the issue.
Union Leaders Firm on Member Protections
Fran Drescher, President of SAG-AFTRA, made the union's stance clear:
We're not going to agree to a contract that lets companies misuse A.I. at our members' expense. When these companies are ready to offer a fair deal, we'll be ready to talk.
The video game industry, which makes billions each year, relies heavily on the creativity of people who conceive and craft these games. According to Duncan Crabtree-Ireland, SAG-AFTRA's chief, the industry needs to do better in acknowledging and compensating the creative talents for their contributions, especially in the context of A.I.
Sarah Elmaleh, who heads the Interactive Media Agreement Negotiating Committee, echoed this sentiment,
After eighteen months of talks, it's clear that our employers aren't looking for fair A.I. protections, but rather they're looking to take advantage. We're not standing for it. We won't leave our members unprotected any longer.
As the strike goes on, the union is hopeful that the gaming industry will come around to an agreement that safeguards the use of A.I. without compromising the rights and contributions of the creative professionals who help bring these games to life.