Console-driven conflicts: Video game firms make final AI offer to SAG-AFTRA amid strike

The video game industry standoff over AI usage has reached a critical juncture as major game companies submit their “final offer” to SAG-AFTRA after nearly 300 days of strike action. This AI-focused dispute represents a significant battleground for performer rights in the digital age, with implications that could reshape how creative professionals are compensated when their likenesses and performances are replicated through artificial intelligence technologies.

The big picture: Major video game companies have issued what they call their “final offer” to SAG-AFTRA as the voice and motion capture performers’ strike approaches its 300-day mark.

• The work stoppage, which began July 16, 2024, now centers exclusively on AI-related concerns about consent and compensation for digital replicas of performers.
• The companies involved include industry heavyweights like Activision, Electronic Arts, Disney Character Voices, Insomniac Games, and WB Games.

What they’re saying: SAG-AFTRA condemned the companies’ public release of the proposal, stating they had already countered it on May 2 with their own AI-focused response.

• “We have to date received no response to our counter offer,” the union stated in their communication to Variety.
• Audrey Cooling, spokesperson for the video game producers, expressed hope that “the union will not choose to walk away when we are so close to a deal.”

Key details: The video game companies’ proposal includes substantial wage increases and specific protections related to AI usage.

• The offer features over 24% wage increases for SAG-AFTRA-represented performers in video games and enhanced health and safety protections.
• The proposal also claims to include “industry-leading terms of use for AI digital replicas in-game” and additional compensation for using actors’ performances in other games.

Historical context: This marks the second major strike by SAG-AFTRA against video game makers, following a previous work stoppage that lasted from October 2016 to September 2017.

• The current negotiations began in October 2022, with union members voting overwhelmingly (98.32%) to authorize a strike in September 2023.
• The strike has now lasted nearly 10 months, highlighting the significance of AI rights as a contentious issue in entertainment labor negotiations.