SAG-AFTRA Seeks to Exhaust All Options Before Considering a Strike

Eight months have passed since SAG-AFTRA members authorized a strike in the games industry due to stalled negotiations over the Interactive Media Agreement. The bargaining, which began in October 2022, involves companies such as Activision, EA, Epic Games, Insomniac, and WB Games, all of which work with actors on voice and motion performances for video games. Although SAG-AFTRA has not yet initiated a strike, the dialogue has reached a deadlock, and the parties have not reached an agreement. Despite progress in other areas, such as the Replica Studios agreement on the ethical use of AI voice work, negotiations over the Interactive Media Agreement have come to a near standstill. According to Sarah Elmaleh, chair of the Interactive Media Agreement negotiating committee, 'The line is drawn very clearly in the sand around AI as an issue.' SAG-AFTRA executive director and chief negotiator Duncan Crabtree-Ireland notes that there have been proposals back and forth between the union and the companies, particularly regarding AI, but the core issue remains unresolved. The core issue, as Crabtree-Ireland explains, is that the union demands comprehensive protection for all its members with respect to AI. While the companies have agreed to many of the protections, some have refused to extend them to all SAG-AFTRA members working under those contracts. Crabtree-Ireland emphasizes that the union will not leave any members behind in the negotiation process, and these protections are basic and should not be difficult to agree to. He points to the union's success in negotiating similar agreements with film studios and streaming companies last year, which included guidelines around AI use. Elmaleh highlights the risk that AI presents for performers, citing the example of Scarlett Johansson, who was approached by OpenAI to lend her voice to their chatbot but declined. Elmaleh notes that this scenario must be accounted for, and the union is seeking significant movement on this issue. With AI protection for all SAG-AFTRA members being the primary delay in the negotiations, the possibility of a strike is becoming more likely. Crabtree-Ireland finds it hard to see how the union could compromise on protection for all its members, which could eventually lead to a strike. The union is seeking a resolution that protects all its members and is willing to work with the companies to find a mutually beneficial solution. Elmaleh notes that unionization has historically been lagging behind in the games industry, but the current situation may precipitate a willingness to fight for better working conditions and protections. Crabtree-Ireland adds that many employers have an outdated view of what it means to work with unions and that the union is seeking fair, equitable, and respectful terms for creative talent. Looking ahead, both Crabtree-Ireland and Elmaleh hope for an agreement to be reached, either through negotiation or a strike if necessary. Crabtree-Ireland envisions a future where the companies and the union can work together to find a path that is appropriate, respectful, and protective of performers in the context of AI evolution.