The SAG-AFTRA Strike is a Bellwether for How AI May Reshape Entertainment

Video game actors strike over AI concerns: SAG-AFTRA, the actors’ union, initiated a strike in late July after negotiations with game companies failed to address concerns about artificial intelligence’s impact on the industry.

• The primary issue revolves around AI potentially replicating performers’ work without consent, leading to reduced job opportunities and ethical concerns.
• Actors are demanding transparency and compensation for any AI use of their performances, fearing studios might leverage existing motion capture data to generate new animations without rehiring them.
• The union aims to secure AI protections that ensure performers maintain control over their work and continue to be hired for new performances rather than having old data reused.

Physical demands and unique challenges: Motion capture work in video games presents significant physical strain and requires nuanced performances that actors argue cannot be fully replicated by AI.

• Actor Noshir Dalal experienced a tendon tear due to repetitive movements during a motion capture session, highlighting the physical toll of the work.
• Performers contend that AI cannot accurately reproduce the subtleties and emotions in human performances, particularly for intense vocalizations like death screams.
• The unique demands of video game acting underscore the importance of human performers in creating authentic and compelling characters.

Industry impact and entry-level opportunities: The potential widespread use of AI in video game production raises concerns about the future of the industry, particularly for newcomers.

• There are worries that AI could reduce opportunities for less experienced actors to secure background roles, which traditionally serve as entry points into the industry.
• The reduction in background roles could significantly alter the career trajectory for aspiring video game actors, making it more challenging to gain experience and establish themselves in the field.

Ethical considerations and content control: The use of AI in replicating actors’ performances raises important ethical questions about consent and content creation.

• Actors are concerned about the potential use of their voices or likenesses in content that may conflict with their personal values or beliefs.
• The ability of AI to generate new performances based on existing data could lead to scenarios where actors are associated with projects or characters they did not explicitly agree to portray.

Negotiation stalemate and differing perspectives: The strike highlights the complex nature of AI integration in the entertainment industry and the challenges in reaching a mutually satisfactory agreement.

• Game companies claim to have offered “meaningful” AI protections and wage increases during negotiations, indicating a willingness to address some of the actors’ concerns.
• However, a key point of contention remains the definition of who qualifies as a “performer” for protection under the proposed contract terms.
• This disagreement underscores the need for clear and comprehensive guidelines as AI technology continues to evolve and impact creative industries.

Broader implications for creative industries: The SAG-AFTRA strike against video game companies serves as a bellwether for how AI might reshape entertainment and creative professions.

• The outcome of this strike could set important precedents for how AI is integrated into other sectors of the entertainment industry, potentially influencing future negotiations in film, television, and other media.
• As AI technology advances, the balance between technological innovation and protecting human creativity and labor rights will likely become an increasingly critical issue across various creative fields.
• The resolution of this conflict may provide a framework for addressing similar concerns in other industries grappling with the ethical and practical implications of AI integration.