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SAG-AFTRA union remains "frustratingly far apart" from publishers on AI

SAG-AFTRA union remains "frustratingly far apart" from publishers on AI


The SAG-AFTRA union has said that it is still a long way from securing an agreement with game publishers on the use of artificial intelligence in acting. 

In a statement on its website, the organisation said that progress had been made and certain provisions had been agreed upon, but it is still "frustratingly far apart" from an agreement when it comes to AI. SAG-AFTRA members working in the games industry have been on strike since July 2024. 

The core contention is the use of AI; some publishers want to be able to make a replica of an actor's voice to use again in the future without their knowledge, for example. 

"The bargaining group would have you believe that we are close to reaching a deal," SAG-AFTRA wrote. 

"This is not the case. They also are hoping our members will turn on each other. We encourage you to read this extensive updated comparison chart of AI. proposals to see for yourself how far apart we remain on fundamental AI. protections for all performers. 

"They want to use all past performances and any performance they can source from outside the contract without any of the protections being bargained at all. You could be told nothing about your replica being used, offered nothing in the way of payment, and you could do nothing about it. They want to be able to make your replica continue to work, as you, during a future strike, whether you like it or not. And once you’ve given your specific consent for how your replica can be used, they refuse to tell you what they actually did with it.

"Even as we remain frustratingly far apart with the bargaining group, we have been having great success with other employers. More than 160 games have now signed on to our interim and independent agreements — and the total earnings of these projects have exceeded that of non-struck games. Those agreements contain the protections we have been asking the bargaining group for — terms that are clearly feasible and acceptable to a great number of game companies of all sizes, even as the bargaining companies resist." 


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PCGamesInsider Contributing Editor

Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site PCGamesInsider.biz. In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for GamesIndustry.biz, VGC, Games London, The Observer/Guardian and Esquire UK.