In the history of Hollywood, it’s been over six decades, since the entertainment industry faced two simultaneous strikes from WGA and SAG-AFTRA; the former ended in September 2023, while the latter ended with an agreement with producers. However, on a recent note, the SAG-AFTRA strike appears to be baseless, since the union struck an upsetting deal with Replica Studios.
According to reports from the union’s official website, SAG-AFTRA signed a “groundbreaking” deal with AI technology company Replica Studios. As per the agreements, the deal will allow actors to create & license replicas of their voices in video games. Despite their previous lengthy contract negotiation with the industry, SAG-AFTRA’s deal now seems to create confusion on social media.
Also read: SAG-AFTRA Talks with Video Games Companies Conclude with no Initial Deal
SAG-AFTRA Signed a Deal With Replica Studios
After standing unanimously against artists’ exploitation in the entertainment industry, and forcing the producers to come to a negotiation, SAG-AFTRA turned the tables with their recent move. According to the union’s official website, SAG-AFTRA signed a deal with the renowned AI technology company, Replica Studios.
“Approved by affected members of the union’s voiceover performer community, this contract marks an important step towards the ethical use of AI voices in creative projects by game developers, and sets the basis for fair and equitable employment of voice actors as they explore the new revenue opportunities provided by AI.”
“In addition to establishing minimum terms and conditions, the agreement ensures performer consent and negotiation for uses of their digital voice double and requires that performers have the opportunity to opt out of its continued use in new works.”
Introducing their “groundbreaking” AI voice agreement during an event at CES, SAG-AFTRA claimed that the deal will allow voice artists to explore employment opportunities for their voice replicas. It will allow video game studios and other companies working with Replica Studios to access top SAG-AFTRA talent.
The Original Motive of SAG-AFTRA Hollywood Strike
Following SAG-AFTRA’s deal with Replica Studios which was brought to the user’s notice through their official website, it sent shockwaves through the internet. Netizens and professionals aren’t happy with the agreement, for they believe it completely destroys the motive behind their original Hollywood strike.
Previously, entertainment studios had claimed that they were not liable for performers’ consent for replicating their voices with AI. Therefore, considering this an issue, union members of SAG-AFTRA stood in solidarity expressing concerns about how AI could exploit artists by using their likenesses without fair compensation.
Thus, waging war in the entertainment industry, the union started their long-drawn Hollywood strike, until they brought producers to their knees and made them negotiate to seek consent and offer fair compensation to the professionals. Instead of fully banning AI voices, the union negotiated to work with companies only when the actors are consulted and fairly compensated for their AI voices.
But the recent SAG-AFTRA deal seemingly convinced people that money is the ultimate driving force.
SAG-AFTRA Negotiations Await AI Exploitation
Despite previously standing by ethics and forcing the producers to negotiate, when the union recently signed the deal with Replica Studios, netizens claimed that it broke the very spirit of the Hollywood strike. According to CNET, while the recent SAG-AFTRA-Replica agreement is specifically about video games, it might have a few loopholes that can later turn detrimental.
“While this agreement is specifically about video games, Crabtree-Ireland said other agreements might be reached for other kinds of vocal performances, such as music and TV commercials. The agreement does not cover the controversial use of performer voices to train large language models.”
“Crabtree-Ireland also said he saw no reason why the estates of dead performers could not agree to the use of those voices under the new licensing agreement.”
Finding these very loopholes in the agreement, it is believed that the SAG-AFTRA union now awaits brutal AI exploitation. While the union signed the deal to offer the best protection to the professionals against the unauthorized digital simulation of their voice, it now awaits a far worse situation.
Strike was waste of time ?
— Soni Raj Singh (@SRKkiSoni) January 10, 2024
Was this not one of the biggest things they were fighting AGAINST!?
— Landon Best 🔰🗽 (@Best4Liberty) January 10, 2024
Does leadership not understand that we actually like working? I don't want my AI replica being used in AAA games. I want to actually *work* on those AAA games.
If the vast majority of VO actors are saying not to scrub our voices, then how is this endless push at all "ethical"? https://t.co/sxCUZpyHnf
— Kamran Nikhad (@KamranNikhad) January 9, 2024
10 days into 2024 and the anti-AI sentiment is already starting to dissolve, saw this coming, when there’s money to be made pic.twitter.com/V6lGL2wl98
— Mehul Desai (@TechNoirUK) January 10, 2024
So this is what SAG-AFTRA betrayed voice actors for. This is complete fucking garbage. There's no soul to these voices. No personality. Pure slop. https://t.co/73OBzjHtlg
— 🦖Storm™🦖 (@ARCTIC_ST0RM) January 9, 2024
so fucking pissed that SAG-AFTRA is apparently backing the use of AI generated voices in video games. It is not revolutionary, it is putting people out of jobs and taking advantage of loopholes for labour laws. When will people realize that despite AI's uses it mostly takes –
— Maydays (@unconvincedmoth) January 10, 2024
Meanwhile, many netizens and professionals expressed their disappointment over the deal as they pointed out that many artists do not want AI replicas of their voices, regardless of the terms. Others pointed out a lack of communication before signing the deal that made them blindsided. Amid the outcry, several users sparked concerns claiming that this agreement could lead to mass layoffs in the near future, with the surge in AI.
