SAG-AFTRA enters into agreement with AI company to ‘set a new standard for ethical AI use’

SAG-AFTRA, the US labor union representing actors and media professionals, has struck a deal with AI startup Narrativ, saying the partnership sets “a new standard for ethical AI use.”

A report via Variety described Narrativ as a marketplace that “provides tools for advertisers to create audio spots using AI tools.” The agreement between the AI ​​company and SAG-AFTRA facilitates the use of voice replicas for digital advertising purposes. The deal is claimed to allow SAG-AFTRA members to enter the marketplace in a way that promises fair payment for lending their voices.

SAF-AFTRA claims that this deal sets a new standard for the ethical use of AI in speech work, but many are naturally baffled. Duncan Crabtree-Ireland, SAFTRA’s director and chief negotiator, apparently understands how controversial this deal may prove, but claims 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 can bring, and that’s understandable. But for those who are, there is now a safe option,” Duncan said. “Narrativ has agreed to our terms, and the platform is a prime example of how AI can be used ethically, by putting compensation, informed consent, and control in the hands of individual artists.”

For gaming professionals, the reaction to the Narrativ and SAG-AFTRA deal doesn’t seem particularly optimistic. Many fear that this could be the catalyst for a series of events that will harm both voice actors and the quality of voice work in the medium in general.