The SAG-AFTRA deal will allow advertisers to duplicate actors’ voices with AI

SAG-AFTRA has announced a new agreement that will allow actors to have their voice transcribed by AI with their informed consent. The union representing thousands of players has struck a deal with Narrativ, an online platform where players can license digital voice replicas for use in audio ads. Brands that want to use an artist’s voice will have to identify the products or services they are promoting, and players will be able to review the offer before accepting or rejecting it.

Players will also be able to set their own rates, with SAG-AFTRA minimum rates being much lower. And if they no longer want to work with Narrativ, the platform is required to delete a copy of their digital voice and any recordings they made of its creation. When the union went on strike last year, one of the things it wanted to discuss was the use of artificial intelligence to create identical characters without their consent (and without payment) even after they have died. They were also troubled by technology’s ability to completely change players.

When the union ended its strike in November 2023, it said it was able to secure an agreement that would protect its members from the “AI gate.” Under the terms of the negotiated agreement, players must give express consent before an exact replica can be created. They must also give their consent to every additional project where their image is used. In January, SAG-AFTRA struck a deal with Replica Studios to allow actors to license their voices to game studios. However, it failed to reach an agreement with many video game publishers, prompting the union to call for another strike in July to protect its members’ voices against AI redesign without their consent.