Issues surrounding the utilization of artificial intelligence (AI) in the manufacturing process have emerged as a significant point of contention in SAG-AFTRA’s negotiations with the leading video game companies, as highlighted by SAG-AFTRA chief Duncan Crabtree-Ireland at SXSW in Austin, Texas.
Crabtree-Ireland, serving as the national executive director and chief negotiator of the performers union, expressed that the probability of union members resorting to a strike against prominent game companies stands at “50-50,” signaling a looming strike within the next four to six weeks due to the unresolved issues. These discussions, held with Brendan Vaughan, editor-in-chief of Fast Company, primarily delved into the implications of AI.
In a pivotal vote last September, a resounding 98% of SAG-AFTRA members sanctioned a strike against major video game developers, including Activision (now under Microsoft), Electronic Arts, Epic Games, Take Two, and WB Games.
Acknowledging the divergent viewpoints within SAG-AFTRA’s extensive membership exceeding 160,000 individuals regarding the management of the challenges posed by emerging AI and generative AI tools, Crabtree-Ireland noted the internal debate on whether to advocate for a complete prohibition on AI in union-covered productions, a stance he deemed unfeasible.
Highlighting the inevitability of technological advancements, Crabtree-Ireland emphasized the union’s stance on AI, emphasizing the principles of “consent and compensation” for its members in scenarios where AI technologies are employed. The objective is to ensure that AI implementation remains centered on human involvement and serves to enhance production rather than displace individuals.
While the AI provisions integrated into SAG-AFTRA’s film and TV contracts last year offer a valuable framework, negotiating an agreement specific to the gaming industry presents unique challenges due to the evolving nature of gaming content over extended periods.
Contrary to the expectations of major Hollywood studios to defer discussions on AI regulation until the 2026 master contract negotiations, SAG-AFTRA surprised negotiators by presenting a detailed AI proposal on June 27. Subsequently, a work stoppage commenced on July 14, lasting until Nov. 8. Crabtree-Ireland underscored the significance of video game producers acknowledging members’ apprehensions regarding AI and their readiness to strike if essential safeguards are not in place.
The chief negotiator reiterated the union’s reluctance to engage in strikes but emphasized the necessity of securing agreements with companies that prioritize safeguarding members against abusive AI practices.
Regarding film and TV production, the focus remains on exploring beneficial applications of technology that do not jeopardize employment opportunities. Crabtree-Ireland observed that major studios are primarily considering replication to streamline production processes, rather than full synthesis to replace performers, with a key emphasis on ensuring informed consent and equitable compensation in any replication endeavors.
