SAG-AFTRA Reveals Counter Proposals Against AI

SAG-AFTRA Reveals Counter Proposals Against AI

Business

14 May 2025 09:22

In an ongoing labor dispute, SAG-AFTRA has issued a detailed rebuttal to an April 30 proposal from video game companies concerning artificial intelligence use in the industry. The union, which represents roughly 160,000 actors, voice artists, and media professionals, has voiced significant concerns over the employers' proposed terms for AI-generated content and performer protections.

In a public statement released on its website, SAG-AFTRA responded with what it described as a “comprehensive AI proposal,” clarifying in straightforward language how the proposed changes could impact performers. The union criticized several aspects of the employer proposal, particularly with regard to the scope of AI protections and consent procedures for using digital replicas of performers.

A key issue highlighted by SAG-AFTRA is the scope of AI protections offered by the employers. Initially, protections were limited to new performances under the Interactive Media Agreement (IMA), leaving past work and content created outside the agreement without safeguards. The union noted that employers have now adjusted their position, agreeing to extend protections to all work conducted under the IMA, regardless of when it was recorded. However, SAG-AFTRA remains wary, emphasizing that performers must retain clear rights over how and when their digital likenesses are used.

Another contentious point involves the classification of "independently created digital replicas." Under the revised terms, if a performer is hired under the IMA for a specific project, their likeness cannot be labeled as an independently created replica for that same project — a change SAG-AFTRA welcomes but views as insufficient.

More:SAG-AFTRA Signs Agreements

The union also objected to proposed consent language that could financially penalize performers. According to SAG-AFTRA, the current terms would force performers to repay thousands of dollars—potentially $6,000 or more per game—to avoid being labeled as strikebreakers if their digital likeness is used during a labor action.

In addition, SAG-AFTRA criticized provisions that would allow employers to utilize performer replicas during pre-production phases of a game franchise without obtaining explicit consent. While some companies compensate performers per session for such scratch recordings, many reportedly do not. SAG-AFTRA advocates for a balanced approach—requiring consent and suggesting a single-session payment as a compromise for all pre-production use.

"We maintain that companies must always seek consent and inform performers when their replicas are used," the union stated.

The dispute comes in the wake of a union-wide strike authorization vote held at the end of July 2024, following stalled negotiations over rights and AI-related concerns in the gaming sector. The strike vote underscored growing tensions between labor and management as artificial intelligence continues to reshape the creative industries.

Tags: SAG-AFTRA

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SAG-AFTRA Reveals Counter Proposals Against AI

Business

14 May 2025 09:22

Tags: SAG-AFTRA

In an ongoing labor dispute, SAG-AFTRA has issued a detailed rebuttal to an April 30 proposal from video game companies concerning artificial intelligence use in the industry. The union, which represents roughly 160,000 actors, voice artists, and media professionals, has voiced significant concerns over the employers' proposed terms for AI-generated content and performer protections.

In a public statement released on its website, SAG-AFTRA responded with what it described as a “comprehensive AI proposal,” clarifying in straightforward language how the proposed changes could impact performers. The union criticized several aspects of the employer proposal, particularly with regard to the scope of AI protections and consent procedures for using digital replicas of performers.

A key issue highlighted by SAG-AFTRA is the scope of AI protections offered by the employers. Initially, protections were limited to new performances under the Interactive Media Agreement (IMA), leaving past work and content created outside the agreement without safeguards. The union noted that employers have now adjusted their position, agreeing to extend protections to all work conducted under the IMA, regardless of when it was recorded. However, SAG-AFTRA remains wary, emphasizing that performers must retain clear rights over how and when their digital likenesses are used.

Another contentious point involves the classification of "independently created digital replicas." Under the revised terms, if a performer is hired under the IMA for a specific project, their likeness cannot be labeled as an independently created replica for that same project — a change SAG-AFTRA welcomes but views as insufficient.

More:SAG-AFTRA Signs Agreements

The union also objected to proposed consent language that could financially penalize performers. According to SAG-AFTRA, the current terms would force performers to repay thousands of dollars—potentially $6,000 or more per game—to avoid being labeled as strikebreakers if their digital likeness is used during a labor action.

In addition, SAG-AFTRA criticized provisions that would allow employers to utilize performer replicas during pre-production phases of a game franchise without obtaining explicit consent. While some companies compensate performers per session for such scratch recordings, many reportedly do not. SAG-AFTRA advocates for a balanced approach—requiring consent and suggesting a single-session payment as a compromise for all pre-production use.

"We maintain that companies must always seek consent and inform performers when their replicas are used," the union stated.

The dispute comes in the wake of a union-wide strike authorization vote held at the end of July 2024, following stalled negotiations over rights and AI-related concerns in the gaming sector. The strike vote underscored growing tensions between labor and management as artificial intelligence continues to reshape the creative industries.

Share:

Sources:

Report mistake Submit news

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