SAG-AFTRA Partners with Narrativ to Let Actors License Their Voices for AI

SAG-AFTRA’s recent agreement with AI startup Narrativ marks a significant step in regulating the use of AI-generated voices in advertising, offering actors more control and compensation for their digital replicas.

A new frontier in voice acting: SAG-AFTRA has partnered with Narrativ, an online platform that enables actors to license their voices for use in AI-generated advertisements.

• The platform allows SAG-AFTRA members to upload 30-60 second audio samples of their voices, which advertisers can then use to create AI-powered commercials.
• This collaboration represents a novel approach to integrating AI technology into the entertainment industry while protecting actors’ rights and interests.
• The agreement follows a similar deal SAG-AFTRA made with Replica Studios regarding AI voice use in video games, demonstrating the union’s proactive stance on emerging technologies.

Key features of the agreement: The deal focuses on three crucial aspects: consent, compensation, and control, ensuring that actors maintain agency over their digital voice replicas.

• Members have the power to accept or reject ad offers presented on the Narrativ platform, giving them full discretion over which projects they participate in.
• The agreement establishes minimum rates ranging from $385 for a 4-week ad to $2,420 for 21 months, with members retaining the ability to set higher rates if desired.
• Actors can opt out of having their voice used for specific categories or brands, providing an additional layer of control over their digital representations.

Financial implications for actors: This agreement opens up a new revenue stream for SAG-AFTRA members who are interested in exploring AI-generated voice work.

• The established minimum rates ensure fair compensation for actors participating in AI-generated advertisements.
• By allowing members to set higher rates, the agreement respects the varying market values of different voice actors and their personal preferences.
• This new opportunity could potentially supplement traditional voice acting work, diversifying income sources for SAG-AFTRA members.

Safeguarding actors’ interests: The union’s National Executive Director has described this agreement as providing a “safe option” for members interested in licensing their digital voice replicas.

• The focus on consent ensures that actors maintain control over how and where their AI-generated voices are used.
• By regulating the use of AI-generated voices, the agreement helps prevent unauthorized or uncompensated use of actors’ vocal likeness.
• This proactive approach by SAG-AFTRA demonstrates the union’s commitment to protecting its members’ rights in the face of rapidly evolving technology.

Potential impact on the advertising industry: The introduction of AI-generated voices in advertising could lead to significant changes in how commercials are produced and voice talent is utilized.

• Advertisers may benefit from increased flexibility and potentially reduced costs in producing voice-over content.
• This technology could allow for more personalized or localized advertisements, as AI-generated voices can be easily adapted to different scripts or languages.
• However, it may also raise concerns about the potential displacement of traditional voice acting work in some sectors of the industry.

Broader implications for AI in entertainment: This agreement sets a precedent for how AI-generated content can be integrated into the entertainment industry while respecting creators’ rights.

• The deal could serve as a model for other unions and industries grappling with the integration of AI technology.
• It highlights the importance of proactive regulation and negotiation in ensuring that technological advancements benefit both content creators and industry stakeholders.
• The agreement may also spark further discussions about the role of AI in other aspects of entertainment production, such as visual effects or script writing.

Navigating the AI landscape: While this agreement represents a significant step forward, it also raises questions about the future of voice acting and the entertainment industry as a whole.

• The long-term impact of AI-generated voices on the job market for voice actors remains to be seen, and it will be crucial to monitor how this technology affects employment opportunities in the industry.
• As AI technology continues to advance, similar agreements may need to be negotiated for other aspects of performance, such as visual likenesses or full-body performances.
• The entertainment industry will need to continue adapting to ensure that the benefits of AI technology are balanced with the protection of artists’ rights and livelihoods.