In a move hailed as a landmark achievement for the protection of performers' rights in the digital age, video game actors have secured significant AI protections in a new agreement with studios, effectively ending a nearly year-long strike. The agreement, ratified by an overwhelming majority of the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) members, addresses concerns over the unregulated use of artificial intelligence and its potential to displace human actors in the gaming industry.
The strike, which began in July 2024, was rooted in the union's demand for stronger pay, better working conditions, and safeguards against the unauthorized use of AI to replicate actors' voices and likenesses. The rise of AI technologies capable of creating convincing digital replicas has raised fears that game developers could replace human actors with AI-generated performances, leading to job losses and a devaluation of their artistic contributions.
Under the new agreement, studios such as Activision, Electronic Arts, and others are now required to obtain written consent from performers before creating digital replicas of their work. This provision ensures that actors have control over their digital likeness and can prevent its use without their explicit permission and fair compensation. Moreover, the agreement stipulates that if digital replicas are used, actors must be paid at rates comparable to in-person work. This measure aims to prevent studios from using AI to undercut actors' wages and ensures that they are fairly compensated for the use of their digital representations. The time spent creating a digital replica will be compensated as the same amount of work time it would have required for a new performance. The agreement also requires the employer to provide the performer with a usage report that details how the replica was used and calculates the expected compensation.
The agreement also includes provisions that allow actors to suspend their consent for AI-generated material during a future strike. This clause provides performers with additional leverage during labor disputes and ensures that their digital likeness cannot be used against them. Furthermore, the contract requires clear consent from performers, including knowledge of a “reasonably specific description of intended use”, specifying things like genre, profanity, violent or sexual content, stunts, and whether the performer will be reprising a specific role.
In addition to AI protections, the new contract includes historic wage increases, enhanced health and safety measures, and other improvements to working conditions. The agreement provides for a wage increase of more than 15% upon ratification, with additional 3% raises in November 2025, 2026, and 2027. The contract is set to expire in October 2028.
The successful negotiation of AI protections for video game actors marks a significant milestone in the ongoing debate over the role of AI in the entertainment industry. As AI technology continues to advance, it is likely that other unions and guilds will seek similar protections for their members. The agreement may serve as a model for future negotiations and could help to shape the development and use of AI in a way that protects the rights and livelihoods of performers.
SAG-AFTRA President Fran Drescher praised the union's negotiating team, stating that "This deal achieves important progress around AI protections, and progress is the name of the game". Duncan Crabtree-Ireland, SAG-AFTRA National Executive Director & Chief Negotiator, added that "Patience and persistence has resulted in a deal that puts in place the necessary AI guardrails that defend performers' livelihoods in the AI age, alongside other important gains".
The ratification of this agreement signals a new era of collaboration and innovation in the video game industry, one that recognizes the value of human creativity and ensures that performers are protected in the age of artificial intelligence.
