LOS ANGELES, UNITED STATES — In a major labor movement, Hollywood video game artists are organizing protests over the perceived indifference of major video game companies to safeguarding voice actors and motion capture professionals from the uncontrolled use of artificial intelligence.
This protest is the first major labor action following a recent strike authorization by voice and motion capture personnel. The class action stems from prolonged deliberations, lasting more than 18 months, with major industry players such as Activision, Warner Bros. and Walt Disney Co. Those discussions focused on securing new contractual protections against the exploitation of AI in interactive media.
Union representatives have raised concerns about AI as a critical threat to artists. They say AI could mimic video game actors and motion capture artists, using them without proper consent or compensation.
The union stresses that the uncontrolled application of AI poses a substantial risk, offering companies the ability to create authentic digital doubles of performers effortlessly. This technology is becoming increasingly widespread not only in gaming, but also in the broader fields of film and television.
Audrey Cooling, representing the video game makers, countered that their proposals include AI protections and significant pay increases for artists represented by SAG-AFTRA. “Our proposals are designed to balance protecting artists’ rights with adopting cutting-edge technologies to enhance the gaming experience,” Cooling said.
He further explained: “We are advocating for agreements that ensure consent and fair compensation for any employed artist if their AI-generated image or digital clone is used in gaming contexts.”
During the negotiations, the critical issue was the studios' definition of “performing artist.” Ray Rodriguez, director of contracts for SAG-AFTRA, pointed out in a recent press conference that many artists in the movement are not recognized as artists under current bargaining agreements, often being considered simply as “data.”
The negotiations involved a consortium of video game companies, including such well-known names as Activision Productions Inc., Disney Character Voices Inc. and WB Games Inc., among others.
According to estimates by video game market analyst Newzoo, the video game industry, which generated revenues of nearly $184 billion in 2023, is expected to reach $207 billion by 2026.
Cooling concluded, “Our goal is to reach an agreement with the union that resolves these issues, ensuring that SAG-AFTRA artists continue to be an integral part of our projects.”
