For the past 18 months, a major American labor union has been advocating for a clause to prevent publishers from creating AI-generated versions of actors’ performances without consent.

The Interactive Media Agreement (SAG-AFTRA) announced that the strike would begin on July 26, following unsuccessful negotiations spanning over a year and a half with a consortium representing various video game publishers.

These publishers include prominent names such as Activision Productions, Disney Character Voices, Formosa Interactive, Electronic Arts Productions, and Insomniac Games.

SAG-AFTRA is pushing for these companies to sign contracts that provide essential AI protections for its members. The union emphasized, “The employers refuse to plainly affirm, in clear and enforceable language, that they will protect all performers covered by this contract in their AI language.”

A spokesperson for the video game companies expressed disappointment with the strike, noting that they had already reached agreements on 24 out of 25 proposals, which included wage increases and additional safety measures, according to an NBC News report.

This strike follows a similar action by SAG-AFTRA members in film and television in June 2023. That strike was partly driven by the refusal of entertainment companies to exclude the use of AI-generated faces and voices of SAG-AFTRA members.

SAG-AFTRA’s president, Fran Drescher, stated, “We’re not going to consent to a contract that allows companies to abuse AI to the detriment of our members. Enough is enough. When these companies get serious about offering an agreement our members can live — and work — with, we will be here, ready to negotiate.”

Duncan Crabtree-Ireland, SAG-AFTRA’s national executive director and chief negotiator, highlighted the critical role these actors play in the video game industry, which generates billions in profits annually. He asserted, “They deserve and demand the same fundamental protections as performers in film, television, streaming, and music: fair compensation and the right of informed consent for the AI use of their faces, voices, and bodies.”

IMANC chair Sarah Elmaleh criticized the entertainment companies for their unwillingness to compromise on AI clauses, accusing them of attempting “flagrant exploitation.”

In response to the growing concerns, California lawmaker Ash Kalra introduced a bill to protect actors, artists, and entertainers from AI misuse by requiring employment contracts to include informed consent for digital replicas. An amended version of this bill was passed in the California Senate on July 2 but has not yet become law.

Source: Cointelegraph