Following extensive negotiations, SAG-AFTRA has agreed to a deal with Replica Studios that will allow the company to use AI digital voice replication software in video game development.
The deal was announced in a press conference at CES in Las Vegas on Tuesday, January 9, and a corresponding press release. In the release, the union explains that the new deal will allow Replica to work with SAG-AFTRA members in an ethical and safe manner to license a digital replica of an actor’s voices. The voice can then be used in video game development and other interactive media projects.
SAG-AFTRA argues the new deal not only protects its members, but will allow them to explore new revenue opportunities provided by AI. The deal establishes minimum terms and conditions and guarantees performer consent before their digital voice double can be used. It also includes terms that will allow performers to opt out of future use of their voice doubles in new productions.
SAG-AFTRA president Fran Drescher explained:
Artificial intelligence has dominated the headlines, and for most performers, the best protection against the unauthorized digital simulation of their voice, likeness and/or performance is a SAG-AFTRA contract. We are so happy to partner with Replica Studios, because this is a great example of AI being done right,
SAG-AGTRA national executive director and chief negotiator Duncan Crabtree-Ireland added:
Recent developments in AI technology have underscored the importance of protecting the rights of voice talent, particularly as game studios explore more efficient ways to create their games. With this agreement, we have achieved fully informed consent and fair compensation when it comes to the use of our members’ voices and performances. We are proud to work with Replica in leading the way to make it easy for these companies to access SAG-AFTRA’s world-renowned talent in an ethical manner that ensures consent and fair compensation for their contributions. This agreement also paves the way for other companies to follow their lead.
This week’s Replica Studios agreement feels particularly important given that SAG-AFTRA has been negotiating a new contract with video game developers for more than a year. In fact, things got so heated in those negotiations that SAG-AFTRA members voted to authorize a video game workers strike in September of last year. That doesn’t mean there is a strike, only that the workers support a strike if one becomes necessary.
Following the Replica deal, there is renewed new hope that a deal with the game studios can be brokered without the need for a work stopage. The committee that is handling the developer contract is the same one that negotiated the deal with Replica Studios, and there is hope that the Replica deal can inject new life into the stagnated developer negotiations.
According to Crabtree-Ireland:
I hope the video game companies will take this as an inspiration to help us move forward in that negotiation. I’m hopeful we will be able to reach agreement with the video game studios imminently.
Response to the SAG-AFTRA/Replica Studios agreement has been mixed, with many voice actors taking to social media to criticize the deal.
Diablo IV and God of War voice actor Steve Blum replied to SAG-AFTRA’s tweet announcing the deal:
Excuse me? With all due respect…you state in the article “Approved by affected members of the union’s voiceover performer community.” Nobody in our community approved this that I know of. Games are the bulk of my livelihood and have been for years. Who are you referring to?
Avatar: The Last Airbender voice actor Greg Baldwin was equally distressed, tweeting:
I WILL NOT SIGN MY OWN FUCKING PINK SLIP!
You betrayed us.
Few regards,
A Voice Actor
