SAG-AFTRA signed a deal Tuesday with an artificial intelligence voice-over studio that sets the terms for the use of artificial intelligence in video games.
Guild announced the deal with Replica Studios on Tuesday at CES in Las Vegas. Duncan Crabtree-Ireland, the union's executive director, said the conditions include informed consent to use artificial intelligence to create digital audio transcripts, as well as requirements for secure storage of digital assets.
At a press conference, Crabtree-Ireland said the union wanted to steer emerging technology to the benefit of performers – rather than trying to get in the way.
“These are the kind of terms that producers can agree to without disrupting their ability to produce content,” Crabtree-Ireland said. “This is an evolutionary step forward. AI technology is not something we can ban. It is not something we can stop. This is not a tactic or strategy that has worked in the past.”
Artificial intelligence was a major issue in the 2023 SAG-AFTRA strike. The union eventually reached an agreement with the major studios—represented by the Alliance of Motion Picture and Television Producers—that established approval and compensation requirements for using artificial intelligence to mimic actors' likenesses. The deal did not prevent studios from training AI systems to create “synthetic” actors that do not resemble real actors.
SAG-AFTRA is now engaged in similar negotiations with a coalition of major video game studios. The union received a vote to approve the strike, although talks continued.
Crabtree-Ireland said the agreement with Replica Studios could help stimulate those discussions.
“I hope that video game companies will see this as an inspiration to help us move forward in those negotiations,” he said. “I hope we can reach an agreement with video game studios soon.”
Replica Studios launched its AI platform in 2019. The company sells AI voices to video game developers from its library of “ethically licensed” voices. Last year, the company announced a new version of “intelligent NPCs” — non-playable characters — that can use OpenAI or other language models to interact with video game players.
Shreyas Nivas, CEO of Replica Studios, said at the press conference that the company has been working for years to standardize contract language for AI-powered audio licenses.
Crabtree-Ireland said the agreement would open up new business opportunities for voiceover artists who want to license their voices for use in video games.
The deal relates only to “digital replicas” – the use of artificial intelligence to recreate the sound of a real artist, living or dead. It does not apply to training AI to create artificial displays.
In December, SAG-AFTRA members voted 78% in favor of ratifying the contract with AMPTP. Opposition focused on the AI provisions, which critics felt did not go far enough to protect actors from losing their livelihoods to AI replicants.
Crabtree-Ireland highlighted the secure storage of audio assets clause in the Replica agreement, which was not included in the deal with AMPTP.
“This is something that we will see evolve over time,” he said.
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