Members of the Screen Actors Guild (SAG) can now delve into the realm of artificial intelligence (AI) by creating and licensing digital simulations of their voices for video games and various projects. This transformative deal, announced during an event at the CES tech expo in Las Vegas, involves an agreement between SAG and Replica Studios, a tech firm aspiring to build the world's most extensive library of AI-powered voice actors. The collaboration addresses concerns raised during SAG's prolonged strike last year, where the union sought increased protections against AI from the Alliance of Motion Picture and Television Producers (AMPTP). Under the new contract, studios must obtain permission from actors to digitally clone them and pay for the use of these clones. The Replica deal extends these safeguards, enabling voice actors to explore new employment opportunities for their digital voice replicas with tailored protections specific to AI technology.

SAG-AFTRA National Executive Director Duncan Crabtree-Ireland emphasized that the agreement establishes minimum rates for voice actors and includes strict measures to ensure transparency about the projects in which a digital voice replica will be used. Consent from performers and secure data storage are integral components of this revolutionary pact. SAG-AFTRA President Fran Drescher hailed the deal as a prime example of AI being implemented responsibly. While the existing contract for game voice actors in interactive work, negotiated in 2017, lacked provisions around AI, the new agreement fills this gap, providing essential protections for actors in the evolving landscape of AI-driven entertainment.

Shreyas Nivas, CEO of Replica Studios, emphasized the potential benefits of automated voice acting, citing examples like the video game "Red Dead Redemption 2," where 500,000 lines of dialogue could be produced more efficiently and cost-effectively through AI. However, game voice actors caution that AI poses a significant threat, especially in the voice-over industry, as convincing digital replicas of performer voices become more accessible.Negotiations for SAG-AFTRA's video game contract have been ongoing for over a year, and members have authorized the union to call a strike against video game companies if necessary. The intersection of technology and entertainment continues to evolve, prompting the union to navigate AI advancements collaboratively with technology companies, aiming to support human creativity while ensuring actor protections. As the entertainment industry grapples with the integration of AI, this historic agreement sets a precedent for responsible AI implementation in the creative space, emphasizing the importance of collaboration between unions and tech companies in safeguarding the rights and creativity of performers.