SAG-AFTRA strikes have led to a groundbreaking agreement that could reshape the digital advertising industry. The American media workers’ union, representing 160,000 members, has recently reached a deal with Narrativ, an AI cloning startup.
This deal allows SAG-AFTRA members to license their voices for AI-generated audio, giving performers control over how their digital replicas are used.
SAG-AFTRA strikes are working
With AI-generated content becoming increasingly prevalent, the SAG-AFTRA strikes have resulted in a deal that gives union members a new opportunity to license their voices for digital ads. Narrativ, a platform that connects advertisers with talent, agreed to terms that give artists the final say on how their AI-cloned voices are used. This includes the ability to approve or reject requests, set prices and protect brand integrity.
A safe way to license AI-generated voices
The agreement between SAG-AFTRA and Narrativ represents an important shift in the way AI-generated content is handled. As part of the agreement, Narrativ has to explain what the AI-cloned voices will say and promote, and give artists the right to reject any project that does not fit their preferences. These steps are being taken to ensure that artists have control over their digital likenesses, a key concern highlighted during the SAG-AFTRA strikes.
The SAG-AFTRA strikes have played a pivotal role in the push for the ethical use of AI in the media industry. Union members, particularly those who voice video game characters, have raised concerns about AI clones. This new agreement addresses these concerns by providing a structured process for licensing AI-generated voices. Narrativ’s platform now requires artists to set their terms, ensuring that they are fairly compensated and that their voices are used in a way that is consistent with their brand.
New income opportunities and ethical AI practices
With this agreement, SAG-AFTRA members will be able to explore new revenue streams while maintaining control over their digital identities. Artists can now license their voices for AI-generated ads, knowing that their rights are protected and that they have the final say on how their voices are used.
What’s more, every ad created on Narrativ’s platform that features the voice of a SAG-AFTRA member contributes to the union’s Health and Pension plans. This not only provides financial security for artists but also ensures that the benefits of this new technology are shared among all members.
A new chapter in SAG-AFTRA strikes
The agreement between SAG-AFTRA and Narrativ shows a new era in the ongoing debate on artificial intelligence and digital rights. As AI technology continues to evolve, the SAG-AFTRA strikes are a reminder of the importance of protecting artists’ rights. This settlement not only provides a new revenue model for SAG-AFTRA members but also sets a precedent for ethical AI use in the industry.
This agreement is not the latest step in SAG-AFTRA’s fight against artificial intelligence. Previously, in 2023, the Writers Guild of America (WGA) and SAG-AFTRA went on a historic strike against Hollywood studios. This strike was about screenwriters and actors seeking their rights on issues such as the use of artificial intelligence, revenues from streaming platforms, and working conditions.
The SAG-AFTRA strike, which lasted nearly five months, led to changes in the industry and led to restrictions on the use of AI. This new agreement with Narrativ demonstrates SAG-AFTRA’s continued commitment to protecting and advancing artists’ rights in the digital area.
Featured image credit: SAG-AFTRA
