Insights into SAG-AFTRA Union’s Perspective on AI and Gaming Negotiations: An Interview with Sarah Elmaleh
Voice actor Sarah Elmaleh recently spoke at the Game Developers Conference (GDC), but her role extends beyond acting. As the chair of a union committee for SAG-AFTRA, Elmaleh is involved in negotiations with the game industry regarding the impact of AI on performers who bring video game characters to life. With experience in both triple-A games and indie titles, Elmaleh understands the importance of these negotiations for her livelihood.
Elmaleh serves as the chair of the Interactive Media Agreement Negotiating Committee, working closely with lawyers representing the union. The negotiations, which began in 2022, have focused on the final sticking point of AI protections for performers. The union’s main goals are to ensure transparency, consent, and proper compensation for performers involved in AI-driven projects.
In an interview with GamesBeat, Elmaleh discussed the ongoing negotiations and the issues that each side cares most about. The union is focused on the three principles of transparency, consent, and compensation. They want to ensure that performers have all the necessary information to provide informed consent and receive fair compensation for their work, even if they are not physically present in the final product.
Elmaleh also addressed specific use cases of AI in games and their potential impact on performers. She highlighted the importance of collaboration and communication between developers and actors to mitigate risks associated with AI technology. The union’s proposal includes provisions for consent from authorized representatives, such as an actor’s estate, to ensure that performers have a say in how their work is used.
The interview delved into various scenarios, including deep fakes and modifying voices to have different accents. Elmaleh emphasized the need for an ethical framework that considers the value placed on performance in games and supports collaboration between actors and developers. She acknowledged that there are both good and bad uses of AI technology and expressed the union’s willingness to have conversations with developers who are interested in treating actors ethically.
Elmaleh also discussed the union’s efforts to future-proof the agreement. While it may not be possible to anticipate every innovation in AI technology, the focus is on creating a framework that centers around the creation of material derived from an actor without their physical presence. The union aims to ensure that actors receive the necessary information, consent, and compensation regardless of the specific AI technology used.
The interview touched on the challenges faced by actors in the game industry, particularly in relation to budgetary restrictions. Elmaleh highlighted the union’s tiered agreement, designed to cater to indies and smaller budgets. The union seeks to accommodate different budget levels while still upholding protections for performers.
Elmaleh acknowledged the growing interest in roles within games, especially with the rise of game-to-film and TV adaptations. She expressed the union’s support for actors from various backgrounds and emphasized the importance of collaboration and solidarity across different disciplines.
The interview concluded with a discussion on unions in the game industry more broadly. Elmaleh expressed her support for unions as a counter-force to volatile forces that can negatively impact careers in the industry. She emphasized the need for stability and sustainability in order to maintain the quality of games.
Regarding the potential for a strike, Elmaleh stated that if no further movement is made in negotiations, a strike may be necessary to protect all performers in the use of AI technology.
Overall, Sarah Elmaleh provided valuable insights into SAG-AFTRA’s perspective on AI and gaming negotiations. The interview highlighted the union’s commitment to transparency, consent, and fair compensation for performers, as well as their willingness to collaborate with developers to create an ethical framework for AI-driven projects.