Fight All They Want... The SAG-AFTRA Strike in the Video Game Industry Only Postpones The Inevitable Emergence of AI...
As the clock struck midnight on July 26, 2024, SAG-AFTRA members working in the video game industry are now officially on strike. This historic move targets major industry players including Disney, Activision, Insomniac, Electronic Arts (EA), Warner Bros., Take-Two, and Epic Games.
...The core of the conflict?
Artificial Intelligence (AI) and the so-called "insufficient" protections offered by video game producers highlight the industry's ongoing struggle with technological advancements.
SAG-AFTRA’s grievance revolves around the lack of comprehensive AI safeguards in the Interactive Media Agreement (IMA). The union's president, Fran Drescher, voiced the union’s concerns, stating:
“Our employers are not interested in fair, reasonable A.I. protections, but rather flagrant exploitation.”
This sentiment was echoed by Sarah Elmaleh, the negotiating committee chair, who emphasized the industry's attempt to exploit performers by refusing to include clear, enforceable AI protections in their contracts:
“unfortunately, exploitation is exactly what the bargaining group would have us accept for ourselves.”
The Unavoidable Rise of AI
The video game industry is no stranger to technological advancements, with AI being a significant game-changer in recent years, and only getting better with constant improvements. AI's capabilities to enhance gaming experiences, from creating more realistic non-playable characters to personalizing player interactions, are undeniably... impressive. However, its rapid integration raises serious concerns about the future of human performers in the industry. Are they even necessary?
My take here will be extremely controversial... But here goes anyway:
Should we illegalize burger-flipping machines at McDonalds? Stop working on Self-Driving cars and trucks and taxis? Where exactly does society draw the line? IMHO, it shouldn't, as this is part of a natural evolution of technology, and trying to stop the march is stopping human progress...
We all should acknowledge the sobering reality: AI's role in the video game industry is inevitable. The current resistance may delay AI’s dominance, but it is unlikely to stop it. The technology offers numerous benefits to companies, including cost reduction and efficiency improvements. However, the key issue remains ensuring that AI advancements do not come at the expense of human performers.
Incomplete Measures and Loopholes
SAG-AFTRA’s primary contention is that the current AI measures proposed by video game producers are “dangerously incomplete.” Zeke Alton, a member of the negotiating committee, described the current proposals as:
“delayed, vague, and riddled with so many legal loopholes that we're left with practically no protection for our future.”
His concern underscores the need for robust, clear, and enforceable protections for all performers, including those involved in motion capture, who are currently at risk of being excluded under the present definitions.
Andi Norris, another negotiating committee member, criticized the industry's 'arbitrary classification' of deciding who qualifies as a performer, arguing that it unfairly excludes many who contribute significantly to game development. She highlighted that current AI provisions:
“leave the folks who put their bodies on the line the most vulnerable to abuse.”
...But what if, and I know, it sounds crazy - what if these companies just abandon them altogether? Will the nose-ring mafia of journos begin attacking any games made by these companies, similar to how they promote games made by consultation groups?
A Question of Trust and Integrity
The video game producers’ response has been to assert that their offer includes meaningful AI protections, requiring consent and fair compensation for all performers under the IMA. However, Ray Rodriguez, SAG-AFTRA's Chief Contracts Officer, countered this claim by pointing out the inconsistency between the producers' statements and the actual contract terms:
“If it said on the piece of paper that they put across the table what they're saying—that all performers are covered—we wouldn't be sitting here. It's disingenuous”
This strike comes after more than eighteen months of negotiations without a resolution, highlighting the deep-rooted issues between the two parties. While the producers claim to support AI protections, their reluctance to cover all these protections in clear contractual terms suggests a lack of genuine commitment... and I can't say I blame them. They see where the future is headed, and its a rocky road to get past this phase of 'machine learning'.
Indie Disadvantages
As someone who worked as a voice actor as the character "Jeff" for a small indie game called Meteor Mess 3D (free download here), a remake of Maniac Mansion, I experienced firsthand the immense dedication and effort required to bring characters to life. The countless hours spent recording, often late into the night over several weeks, were all unpaid and fueled purely by passion...
This experience highlights some challenges that small indie developers face in creating high-quality games without substantial resources. AI has the potential to revolutionize this dynamic, making voice acting more accessible and enabling indie companies to compete with larger studios... However, the current SAG-AFTRA strike, while aimed at protecting performers, paradoxically hinders this progress, presenting a complex conundrum for the industry. Two steps back, one step forward...
The Road Ahead
SAG-AFTRA’s video game performers are standing firm in their demand for better AI protections... and the industry faces a critical juncture. The strike aims to secure a future where performers are safeguarded against the unchecked use of AI, ensuring their contributions are recognized and fairly compensated. Yet, even as the strike unfolds, the broader question remains: How will the game industry balance benefits of AI with rights and protections of human performers? Can it?
In the long run, AI's integration into the video game industry is unstoppable. It's a reality they will all have to accept at some point. This strike may delay its dominance, forcing companies to reconsider their approach to AI and human performers... but this isn't to say it's a pivotal moment that underscores the need for thoughtful, equitable solutions that can harmonize technological progress with the welfare of those who bring games to life. The outcome of this strike will not only shape the future of AI in gaming; but also, set a precedent for how industries at large handle the growing influence of artificial intelligence.
~Smash
Comments