In early August, U.S. video game actors and motion-capture performers initiated a strike, driven by deep concerns about the increasing role of artificial intelligence (AI) in their industry. This action, led by the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA), arose from failed labor contract negotiations focused on securing protections against AI-related changes.
Concerns Over AI and Consent
The strike by video game actors has spotlighted a major issue: the unauthorized use of their voices and likenesses in AI models. Leeanna Albanese, a prominent figure in the strike, expressed frustration that AI technologies have been trained on actors’ voices without their consent or compensation. This situation is particularly troubling because AI can replicate and use these voices indefinitely, often without clear regulations or fair payment for the performers.
AI’s ability to create realistic replicas of human voices and movements from existing data raises serious concerns about intellectual property and personal rights. Performers worry that their unique vocal and physical attributes could be exploited without their approval. The ongoing strike underscores the need for stronger legal protections, such as those proposed in the NO FAKES Act, which aims to regulate the use of AI to ensure that performers’ rights and compensation are adequately safeguarded.
Impact on Interactive Media
The strike is part of a broader wave of labor actions in Hollywood, where both writers and actors have recently protested AI’s encroachment. British actor Jeff Leach, who voices characters in Call of Duty: Modern Warfare & Warzone, emphasized the importance of the human element in interactive media: “When you remove the human element from any interactive project, we can tell!” His comment underscores the belief that AI lacks the emotional depth and nuance that human performers bring to their roles.
Ongoing Negotiations and Industry Impact
Negotiations between SAG-AFTRA and major video game companies—including Activision Productions, Electronic Arts, Epic Games, Take-Two Interactive, Disney Character Voices, and Warner Bros Discovery’s WB Games—have been contentious. Some analysts predict that major publishers may endure less disruption from the strike due to their in-house studios and the lengthy development cycles for games. However, the impact on smaller studios and independent developers could be more significant.
Legislative Efforts: The NO FAKES Act
The strike has also drawn attention to legislative efforts like the NO FAKES Act, a bipartisan bill designed to protect individuals from unauthorized AI replicas of their likeness and voice. Supported by SAG-AFTRA, the Motion Picture Association, The Recording Academy, and Disney, this proposed legislation seeks to address broader concerns about AI technology’s impact on personal and professional rights. Duncan Crabtree-Ireland, SAG-AFTRA’s national executive director, stressed the urgency: “Everybody in this country needs protection from the abusive use of AI.”
The Role of Video Game Actors
Professor Amanda Cote from Michigan State University explains the extensive role video game actors play. Unlike film or TV, where scripts are relatively fixed, video game actors record numerous lines for different storyline branches and potential endings. This requires ensuring consistency across various narrative paths. Additionally, performance capture artists, who wear specialized suits to digitally record their movements, contribute significantly to creating lifelike characters.
Economic and Creative Implications
The video game industry, which generated nearly $185 billion last year, heavily relies on these human contributions. Despite claims from companies that they offer AI protections, union members argue that these measures are insufficient. There are concerns that digital replicas of performers’ work could be used without proper consent or compensation. This issue raises broader questions about how AI is being integrated into creative industries and the potential consequences for workers.
Setting a Precedent for the Future
Zeke Alton, a member of SAG-AFTRA’s negotiating committee, views the strike as a critical moment for the future of work in an AI-driven world: “We are setting a precedent for how the workforce in both the United States and around the world is going to be treated.” The strike’s outcomes may influence how other industries address similar challenges, balancing technological advancements with the protection of creative professionals.
As AI technology continues to advance, the video game industry’s response to these pressing issues will serve as a pivotal example for other sectors grappling with similar disruptions. The ongoing strike not only highlights the urgent need for clear regulations and fair compensation for creative professionals but also sets a precedent for how industries can address the ethical and legal challenges posed by AI. As more fields confront the impact of this transformative technology, the outcome of this strike will likely influence broader conversations about workers’ rights, technological boundaries, and the future of creative labor. It underscores the critical balance between embracing innovation and ensuring that human contributions are respected and valued in an evolving digital landscape.