SAG-AFTRA, the American labor union representing actors and media professionals, has struck a deal with AI startup Narrativ. According to the union, it’s “setting a new standard for ethical AI use” through the partnership.
Areport via Varietydescribed Narrativ as a marketplace offering “tools to advertisers to create audio spots using AI tools.” The agreement between the AI company and SAG-AFTRA facilitates the usage of voice replicas for purposes of digital advertising. The claim is that this deal allows members of SAG-AFTRA to enter the marketplace in a way that promises fair payment for lending their voice.
🚀 Exciting News! SAG-AFTRA Executive Director Duncan Crabtree-Ireland announces our groundbreaking partnership with Narrativ, setting a new standard for ethical AI use. Learn how we’re empowering#SagAftraMembersto control their digital audio replicas.pic.twitter.com/Z6ltOwMn98
SAF-AFTRA claims that this deal sets a new standard for ethical use of AI in voice work, but many are naturally nonplussed. SAG-AFTRA’s director and chief negotiator Duncan Crabtree-Ireland seemingly understands how controversial this deal might prove, but asserts that this is a safer option for its members.
“Not all members will be interested in taking advantage of the opportunities that licensing their digital voice replicas might offer, and that’s understandable. But for those who do, you now have a safe option,” Duncan said. “Narrativ has agreed to our terms, and its platform is an excellent example of how A.I. can be ethically used, by putting compensation, informed consent and control in the hands of individual performers.”
For professionals in games, reactions seem less than optimistic about Narrativ and SAG-AFTRA deal. Many fear that this could be the catalyst for a string of events that harm both voice actors and the quality of the voice work present in the medium in general.
Actor’s union, formed to protect actor’s rights and job safety, making a deal with company making AI voices, which will do damage to voice actors' job safety.Do better, SAG-AFTRA!https://t.co/3H4hR8c4ampic.twitter.com/uS3FUaNUvK
This is likely not the announcement anyone wanted after the union had gone on strike against the video game industry due to the lack of safeguards against AI.
BREAKING: SAG-AFTRA video game voice/performance actors are going on strike at midnight tonight. Basically over AI"We’re not going to consent to a contract that allows companies to abuse A.I. to the detriment of our members. Enough is enough." – AG-AFTRA President Fran Drescherpic.twitter.com/MiiATQiHtq
That’s because, no matter how great the deals purposed by AI companies might seem to be, reasons not to trust AI companieskeep popping up on an almost daily basis.
The fight for rights over voice actors’ rights has been a hard fought one for a while now, as even somebig name voice actors seem to be blissfully unaware of the deal with the devil that they might be making– and of the bus they’re throwing all of their less-successful colleagues under. The fallout of this new deal remains to be seen.
