In a dramatic showdown reminiscent of past labor struggles, Hollywood performers represented by SAG-AFTRA are taking a stand against some of the biggest names in the video game industry—Activision, Warner Bros, and Walt Disney. The issue at hand is the potential misuse of artificial intelligence to replicate actors’ voices and likenesses without fair compensation or consent. After 18 months of intense negotiations, the union and the companies remain deadlocked on how to protect performers from becoming mere data points in an increasingly digital industry. While agreements on wages and safety have been reached, AI protections remain a contentious issue. Performers fear being replaced by digital copies that could be used indefinitely, eroding their rights and livelihoods. The companies, meanwhile, argue they have offered sufficient safeguards, but the union remains unconvinced, citing the need for enforceable language that prevents exploitation. This conflict echoes last year’s historic strike by film and TV actors, which successfully secured AI safeguards and better pay, highlighting the broader tension between technological advancement and human creativity. As this new chapter unfolds, the resolution will set a critical precedent for how industries navigate the integration of AI while preserving the integrity of artistic expression.
AI Threat to Actors
Hollywood performers represented by SAG-AFTRA are taking a stand against some of the biggest names in the video game industry—Activision, Warner Bros, and Walt Disney. The issue at hand is the potential misuse of artificial intelligence to replicate actors' voices and likenesses without fair compensation or consent.
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