As the world of entertainment continues to evolve, the intersection of technology and creativity often sparks intense debate. This time, it's the video game industry at the center of the controversy, as the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) initiates a strike against ten major video game companies over artificial intelligence (AI) issues.
Following their 2023 strike against Hollywood studios, SAG-AFTRA's latest move sees them taking on industry giants like Activision Productions Inc., Disney Character Voices Inc., Electronic Arts Productions Inc., and Epic Games Inc. The strike commenced at 12:01 a.m. on July 26, 2024, signaling a major showdown in the realm of interactive media.
The core of the dispute lies in the re-negotiation of SAG-AFTRA's Interactive Media Agreement, which has been in limbo since October 2022. Despite progress on many fronts, a critical sticking point remains: the use of AI. The union demands clear and enforceable language to protect its members from potential AI abuses.
SAG-AFTRA President Fran Drescher emphatically stated, “We're not going to consent to a contract that allows companies to abuse A.I. to the detriment of our members. Enough is enough. When these companies get serious about offering an agreement our members can live — and work — with, we will be here, ready to negotiate.”
Duncan Crabtree-Ireland, the chief negotiator and national executive director for SAG-AFTRA, highlighted the immense profits generated by the video game industry, emphasizing the crucial role of creative talent. “The video game industry generates billions of dollars in profit annually. The driving force behind that success is the creative people who design and create those games. That includes the SAG-AFTRA members who bring memorable and beloved game characters to life,” he noted.
Crabtree-Ireland also underscored the need for fair compensation and informed consent regarding the use of performers' likenesses by AI. “Frankly, it's stunning that these video game studios haven't learned anything from the lessons of last year – that our members can and will stand up and demand fair and equitable treatment with respect to A.I., and the public supports us in that.”
The strike sends a clear message: performers in the video game industry deserve the same protections as their counterparts in film, television, streaming, and music. As AI continues to permeate various aspects of entertainment, ensuring ethical and fair use of this technology is paramount. The outcome of this strike could set a significant precedent for how AI is managed across all creative industries.
In an age where digital characters and immersive gaming experiences captivate audiences worldwide, it's crucial to remember the human talent behind the screens. As SAG-AFTRA stands firm, the battle for fair treatment and AI regulation in the video game industry is one that resonates far beyond the gaming community.
