New Agreement Gives Actors Control Over AI Voice Replication

The Hollywood union SAG-AFTRA has announced today a new agreement with Narrativ — an online platform that allows actors to license their digital voice replicas to advertisers. This agreement is set to mark a significant step in addressing the growing concerns surrounding AI and its impact on the entertainment industry.

This agreement follows a series of union strikes protesting the controversial use of artificial intelligence in the sector. Union leaders sought new contracts to protect actors from having their voices or likenesses replicated by AI without consent or compensation.

Under this new agreement, members of SAG-AFTRA who choose to license their digital voice replicas through Narrativ will benefit from enhanced control and fair compensation.

“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,” SAG-AFTRA official Duncan Crabtree-Ireland said in a statement reported by Reuters.

The agreement includes several key aspects. Performers will have the right to review and approve every commercial use of their digital voice replica. Brands must provide details about the product or service being promoted and include a draft of the audio advertisement, allowing performers to decide whether to accept or decline the offer.

Performers can set their own rates for using their digital voice replicas. Although there are SAG-AFTRA minimums to ensure fair pay, they can negotiate higher fees if desired. Contributions to health and retirement benefits will be based on the compensation received, helping performers qualify for benefits.

Additionally, performers have control over the types of ads they are willing to support and can opt out of categories they prefer not to promote. If a performer chooses to leave the platform, Narrativ must delete their digital voice replica and any associated recordings.

“This streamlined process allows performers to generate income while maintaining full control over their brand and likeness,” SAG-AFTRA said in a statement reported by Forbes.