In a shocking statement, SAG-AFTRA, the union representing screen actors in the United States, this week t♏hat it has made an agreement with Replica Studios, an artificial intelligence voice technology company, to enable Replica to hire SAG-AFTRA members under a “fair, ethical agreement to safely create and license a digital replica of their voice”.⛦ These licensed voices can then be used in the development of video games and “other interactive media projects”.
The press release also states that this contract was “approved by afꦍfected members of the union’s voiceover performer community” and is an important first step towards the ethical use of AI voices, setting the basis for “fair and equitable employment of voice actors as they explore the new revenue opport🧸unities provided by AI”. It will establish minimum terms and conditions, ensure performer consent and negotiation for the use of their voice, and allow performers to opt out of its continued use in new works. It seems that the union is trying to head off the unauthorised use of people’s voices and likenesses with a contract.
When Aftermath reporter Nathan Grayson asked Sarah Elmaleh, chair of SAG-AFTRA’s interactive media bargaining unit for clarification, she said that the finalised deal is specific to Replica Studios, and that thus will affect the collectively bargained Interactive Media Agreement deal as “obviously many developers will want to use the same technology directly themselves” and “having clear and binding requirements around the transparency, consent and compensation that Replica is in compliance of, must be included in the fundamental agreement covering this work”. This essentially means that the agreement is specific ꦚto Replica Studios and Replica Studios only, and that the larger agreement regarding video games and other interactive media is still being negotiated.
This news has been a huge shock to voice actors, considering that the union has been campaigning for protections against the us🔥e of AI and digital recreations. SAG-AFTRA only recently ended an almost four-month strike that debilitated the entertainment industry and the economy of Southern California as a whole. The strike was partially in solidarity with the concurrently striking Writers Guild of America, but also highlighted dwindling residuals and the need for protections against technology similaꦐr to and including AI.
Understandably, voice actors have been up in arms ever since the news broke. Many high-profile voice actors are questioning exactly who approv൩ed꧅ the contract, and nobody in the industry is speaking up to claim responsibility. It’s a bizarre about-turn on a hot-button topic that the union seemed to have a clear position on during the strikes.
Despite the union saying that this is an attempt to negotiate for the ethical use of AI, this will irrepar🍨ably change the landscape for voice actors. It’s an opt-in service, yes, but its existence will inevitably undermine those who do not participate, especially voice actors ꦉwho aren’t yet well-known or far in their careers.
Let’s say ✨that several prominent actors license their voices to Replica. Why wouldn’t they? They might be in demand enough that people ♔will want to use discounted AI versions of their vocal performances, and it’ll bring in passive income for them. It’s increasingly unlikely, then, that developers on a budget will instead opt to pay significantly more for live performances from other actors, especially if they’re lesser-known, when they could hypothetically get a Troy Baker voice from a library. It undercuts every other actor not on the service, and ensures that everybody works less and earns less.
The deal is bad. It reduces voice acting to a money maker instead of an art rooted in practice and interpretation. It throws every actor who doesn’t want to be involved in the use of AI under the bus, takes job🅰s awওay from working actors, and incentivises already successful name-brand actors to jump ship while early-career actors suffer. Voice actors are right to be upset, and I hope they make enough of a ruckus to get something to change. This is not what unions are for.
Congratulations To Barbie For Wi🍒nning The Most Poi💫ntless Golden Globe Award
We’re just handinꦬg out participation trophies now, huh?