SAG-AFTRA members go on video games strike over AI and fears of “flagrant exploitation”

SAG-AFTRA members working in the games industry went on strike today after negotiations with publishers collapsed without a deal over the issue of AI protections for performers.

The strike began effective immediately as of Friday, July 26th and comes after more than a year and a half of negotiations for new terms of the Interactive Media Agreement. The two sides first began discussions over a deal in October 2022.

The organisation said it had been dealing with a bargaining group that included Activision Productions, Blindlight, Disney Character Voices, Electronic Arts Productions, Formosa Interactive, Insomniac Games, Llama Productions, Take 2 Productions, VoiceWorks Productions, and WB Games.

SAG-AFTRA represents approximately 160,000 members, including actors. recording artists, singers, stunt performers, voiceover artists, influencers and other entertainment and media professionals.

"Critical" AI protections

Any developer and publisher that seeks to employ SAG-AFTRA-associated talent must now sign on to the new Tiered-Budget Independent Interactive Media Agreement, the Interim Interactive Media Agreement or the Interim Interactive Localisation Agreement. The body said these offer “critical” AI protections for its members.

“We’re not going to consent to a contract that allows companies to abuse A.I. to the detriment of our members,” said SAG-AFTRA president Fran Drescher.

“Enough is enough. When these companies get serious about offering an agreement our members can live - and work - with, we will be here, ready to negotiate.”

"Fair compensation"

Audrey Cooling, a spokesperson for video game producers party to the Interactive Media Agreement, claimed the two sides had been close to a deal and criticised the decision to walk away from discussions.

She said AI remains the only sticking point after an agreement to increase wages and provide additional safety provisions.

“We are disappointed the union has chosen to walk away when we are so close to a deal, and we remain prepared to resume negotiations,” said Cooling.

“We have already found common ground on 24 out of 25 proposals, including historic wage increases and additional safety provisions. Our offer is directly responsive to SAG-AFTRA’s concerns and extends meaningful AI protections that include requiring consent and fair compensation to all performers working under the IMA. These terms are among the strongest in the entertainment industry.”

Interactive Media Agreement negotiating Committee chair Sarah Elmaleh said 18 months of negotiations had shown that employers “are not interested in fair, reasonable AI protections, but rather flagrant exploitation”.

“We refuse this paradigm – we will not leave any of our members behind, nor will we wait for sufficient protection any longer,” said Elmaleh.

“We look forward to collaborating with teams on our interim and independent contracts, which provide AI transparency, consent and compensation to all performers, and to continuing to negotiate in good faith with this bargaining group when they are ready to join us in the world we all deserve."