SAG Strikes Back: The Battle Against AI in Entertainment
For nearly two years, SAG-AFTRA has been in discussions with major video game companies like Disney Character Voices, Activision Blizzard, Electronic Arts, Warner Bros. Games, and Insomniac Games to negotiate a new contract for voice and performance capture workers. The union's efforts have now reached a critical point due to concerns over artificial intelligence, leading to a strike called by the union's chief negotiator, Duncan Crabtree-Ireland.
“We’re not going to consent to a contract that allows companies to abuse AI to the detriment of our members. Enough is enough,” stated SAG-AFTRA president Fran Drescher. “When these companies get serious about offering an agreement our members can live — and work — with, we will be here, ready to negotiate.”
So, why is this important for creatives like you?
Imagine having your voice or performance captured once and then endlessly reused without fair compensation. That’s the potential reality if AI isn't regulated properly. This strike is about ensuring that as AI technology evolves, it does so in a way that respects and rewards the creativity and hard work of artists.
Last September, almost 35,000 union members voted overwhelmingly to authorize a strike, showing their readiness to fight for fair treatment. The contract expired in November 2022, and negotiations have been ongoing, but issues like pay not keeping up with inflation and AI misuse remain unresolved.
The video game companies claim they've made significant concessions, including historic wage increases and additional safety provisions. However, SAG-AFTRA argues that essential AI protections are still missing.
“We are disappointed the union has chosen to walk away when we are so close to a deal,” said Audrey Cooling, a rep for the video game producers. “Our offer includes meaningful AI protections that require consent and fair compensation for all performers. These terms are among the strongest in the entertainment industry.”
Despite these claims, SAG-AFTRA maintains that the video game studios haven't offered enough. “It’s stunning that these video game studios haven’t learned anything from last year’s lessons,” said Crabtree-Ireland. “Our members can and will stand up for fair treatment with respect to AI, and the public supports us in that.”
Sarah Elmaleh, chair of the Interactive Media Agreement Negotiating Committee, added, “Eighteen months of negotiations have shown us that our employers are not interested in fair, reasonable AI protections but rather in flagrant exploitation. We refuse this paradigm — we will not leave any of our members behind, nor will we wait for sufficient protection any longer.”
For creatives, this strike is about more than just contracts. It’s about securing a future where your contributions are valued and fairly compensated, even as technology changes the landscape of the industry.
