SAG-AFTRA, the union representing over 150,000 film and TV performers, has recently announced a groundbreaking deal that paves the way for the use of artificial intelligence (AI) voices in video games. The agreement, made with Replica Studios, an AI voice technology company, aims to protect the licensing of digitally replicated voices in the gaming industry.
The deal establishes minimum terms and conditions, requiring companies to obtain consent before using replicated voices and allowing performers to decline continuous use of their voices in future projects. This move enables Replica Studios to license AI voices for video game development and other media endeavors. The announcement was made at the prestigious Consumer Electronics Show (CES) held in Las Vegas.
As generative AI gained popularity since its mainstream introduction in 2022, various industries, including entertainment, have been exploring its applications. SAG-AFTRA’s new contract with major film and TV studios, ratified in December, also requires producers to obtain actors’ consent and compensate them when replicating their likenesses with AI technology. In a show of solidarity, video game voice actors and motion capture performers had previously voted to authorize a strike if negotiations on a new labor contract failed.
Duncan Crabtree-Ireland, SAG-AFTRA’s national executive director, expressed his belief that the agreement with Replica will strengthen trust in the industry, not only for actors working in video games but for all performers. He highlighted the importance of protecting performers at all levels, especially those who may not be household names and may require additional support during negotiations.
The agreement also addresses the use of performers’ voices after their passing. With the consent of the designated representative of the deceased performer’s estate, posthumous deals can be made. This ensures that the rights and interests of performers are upheld even after their demise.
Replica Studios’ CEO, Shreyas Nivas, stated that the company is thrilled to offer new opportunities to video game studios interested in utilizing their AI voice technology without ethical concerns. By entering into voice actor agreements, Replica ensures that game developers accessing their platform can only use licensed talent that has given permission for their voices to be used as a training dataset. This approach counteracts unethical practices of AI platforms that replicate and synthesize voices without obtaining proper consent.
The use of generative AI and its potential to replace human labor has been a point of contention in the entertainment industry. Artists and creators across various creative fields continue to raise concerns about companies utilizing AI technology to replicate human work, often without proper authorization.
In related news, a group of artists recently filed an amended copyright lawsuit against several companies specializing in AI-generated art. Among them is Midjourney, which used the work of thousands of artists, both living and deceased, to train its AI program without proper consent. Additionally, OpenAI and Microsoft have faced copyright infringement lawsuits from The New York Times and nonfiction book authors who claim their work was unlawfully used to train AI models.
Crabtree-Ireland emphasized that the key difference in the chaos surrounding AI usage lies in consent. He acknowledged that some SAG-AFTRA members have been mistreated by companies using their likenesses or performances without proper consent. Deals like the one with Replica Studios aim to restore trust and confidence among performers by ensuring that the commitments made in contracts are fully enforced.
While the news has garnered mixed responses on social media, with some expressing concern and frustration, this agreement marks a significant step forward in the video game industry. The collaboration between SAG-AFTRA and Replica Studios sets a precedent for responsible AI voice acting licensing and serves as a positive example for other sectors to follow.
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