SAG-AFTRA Union and Publishers Remain at an Impasse on AI Issues

The ongoing negotiations between the SAG-AFTRA union and game publishers regarding the use of artificial intelligence in acting are proving to be quite challenging. Although some progress has been made and certain terms agreed upon, the two parties are still miles apart on this critical issue.

SAG-AFTRA, whose members in the games industry have been on strike since July 2024, is particularly concerned about publishers wanting to create digital replicas of actors’ voices. These replicas could be used indefinitely without the actors’ knowledge or consent, which raises serious ethical and financial questions.

In a candid statement on their website, the union took issue with claims that a deal is close at hand. “Despite what the bargaining group might suggest, we’re not close to an agreement,” SAG-AFTRA stated. The union also expressed concerns that the other side hopes to sow division among its members, urging everyone to stay informed by reviewing the latest comparisons of AI proposals.

The core of the dispute lies in the publishers’ wish to use actors’ past performances and external sources without adhering to negotiated protections. The idea that an actor’s digital likeness could be used without notification or compensation—and potentially even during future strikes—has left many performers uneasy. Moreover, when actors grant specific permissions for their replicas, there’s a lack of transparency about how these digital doubles are actually being used.

Despite these setbacks in negotiations with major publishers, SAG-AFTRA has been making headway with other partners. Over 160 games have already entered into interim or independent agreements with the union, yielding greater earnings than those that remain unstruck. These deals include the protections that the union seeks in its negotiations, proving that such terms are not only possible but also attractive to a wide range of companies, big and small, even as some continue to resist.