Representing a membership of over 150,000 actors in film and television industry, the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) has recently disclosed an important deal pertaining to AI-powered voices employed in video games. The agreement with Replica Studios – renowned for its expertise in voice technology using artificial intelligence – is aimed at securing the rights relating to replication of digital vocalization. This announcement was made during the Consumer Electronics Show held in Las Vegas.
An innovative agreement has established fundamental parameters for employing replicated voices, obligating Replica Studios to gain explicit permission from performers before accessing their vocal recordings. Additionally, actors hold the option of declining further use of their voice in future initiatives. By integrating artificial intelligence technology into its toolkit and generating a broad collection of virtual talent resources, Replica Studios can now legitimately distribute these AI-generated voices throughout numerous media sectors like video games and beyond through licensing agreements.
After generative AI surfaced in 2022, it has had a profound influence on numerous industries such as entertainment. Recently agreed upon by SAG-AFTRA and significant film and TV studios, producers are now obligated to obtain the actors’ approval before replicating their likeness with AI technology while also providing adequate compensation. Meanwhile, voiceover artists for video games and individuals behind motion capture declared that they would protest should discussions about updated employment terms fail to materialize.
The national executive director of SAG-AFTRA, Duncan Crabtree-Ireland, believes that the deal made with Replica Studios will improve confidence in the gaming industry and signify advancements for all entertainers. He stressed how crucial it is to safeguard every performer – particularly those who are not widely recognized or may have minimal negotiating leverage.
Crabtree-Ireland mentioned that agreements could be made with the designated representatives of deceased performers’ estates, subject to their consent.
According to the CEO of Replica Studios, Shreyas Nivas, this agreement provides new opportunities for video game studios to utilize their AI voice technology in a moral manner. He emphasized that the company is dedicated exclusively to employing licensed talent who have agreed for their voices to be used as training data, distinguishing themselves from other AI platforms which may use data unscrupulously.
The Hollywood strikes of last year raised significant concerns about generative AI being employed to replace human labor. In creative industries, there continues to be apprehension regarding the replication of human work by companies through leveraging AI. Artistic professionals have recently filed a legal complaint against AI art organizations like Midjourney for copyright infringement due to their usage of thousands of artists’ works in training their algorithms. Furthermore, OpenAI and Microsoft faced lawsuits from The New York Times and authors over alleged copyright infringements with ChatGPT which sparked a similar controversy.
According to Crabtree-Ireland, consent is the crucial factor distinguishing these situations. He noted that SAG-AFTRA members have experienced exploitation of their performances or likenesses without proper consent. The deal with Replica Studios is viewed as a measure towards rebuilding trust and assurance. Furthermore, Crabtree-Ireland recognized the advantages AI tools provide and affirmed that SAG-AFTRA supports its utilization for upholding contractual obligations to members rather than rejecting it entirely.
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On social media, the news was met with a range of reactions. While certain SAG-AFTRA Instagram supporters were bewildered and disgruntled, questioning why AI technology is being embraced.
