Last year’s Hollywood strikes highlighted the crucial role that artificial intelligence plays in the entertainment industry. Now, the Screen Actors Guild (SAG-AFTRA) has initiated a second strike, targeting the gaming giants dominating the video game industry. This strike underscores the challenges faced by actors in an industry that heavily relies on advancing technology, including AI.
While the demands of the actors, such as consent and fair compensation, remain consistent across both Hollywood and the gaming industry, the latest strike presents unique challenges. Ray Rodriguez, the lead negotiator for the video game contract, pointed out that technology companies often perceive actors as mere “data,” which hampers their recognition of the performance value. This mindset stems from the companies’ strong focus on technology rather than artistic expression.
The strike, affecting around 2,600 artists involved in voice dubbing and motion capture for video games, follows protracted negotiations with major players like Activision, Disney, Electronic Arts, and Warner Bros. Games. The sporadic talks and lack of dedicated full-time negotiators from the gaming companies have hindered progress. Furthermore, the companies’ obsession with secrecy has impeded transparency and mutual understanding.
Exploitation of Actors
One of the key concerns raised by the union is the exploitation of actors through AI-generated voices and animations. Video game companies have exploited the collaborative nature of performance capture to create loopholes in their offers, making it challenging for actors to track and protect their work. By using generative AI, companies can blend multiple performances to create “new” voices and movements, complicating the actors’ ability to give consent and receive proper compensation.
Voice actors like Lindsay Rousseau face uncertainty and economic instability due to the encroachment of AI on their profession. The evolution of AI threatens to replace certain roles, particularly those involving non-player characters (NPCs) and creature voices. Without adequate protections in place, emerging actors may struggle to establish themselves in the industry, while established actors enjoy a disproportionate share of opportunities.
The ongoing strike highlights the need for greater awareness and advocacy to protect the rights of video game actors in an increasingly digital landscape. Strategies for the strike may involve reaching out to online platforms and engaging with the gaming community to raise awareness about the actors’ plight. Despite the challenges and uncertainties ahead, the unity and determination of the actors signal a resolve to address the impact of AI on their profession.
The second strike initiated by SAG-AFTRA underscores the critical role of artificial intelligence in shaping the landscape of the video game industry. As actors navigate the complexities of technology and negotiation, their fight for recognition, consent, and fair compensation remains a pivotal issue in the face of advancing AI capabilities.