SAG-AFTRA National Executive Director and chief negotiator Duncan Crabtree-Ireland made a powerful appearance at Comic-Con on Friday. He joined voice-over actors on the National Association of Voiceover Actors panel “AI in Entertainment: The Performer’s Perspective Panel” to discuss the threat of AI in their profession. Crabtree-Ireland emphasized the importance of holding big corporations accountable for the implementation of AI. He stated, “We don’t accept the premise that we do what they say.” He also highlighted the potential for AI to be implemented in a human-centric way, rather than breaking down performers.
During the current strike, voice-over actors are allowed to engage in video game work, but they are prohibited from doing voice-overs for feature films, TV shows, and trailers of struck companies. This limitation has significant implications for their careers.
Cissy Jones, known for her role in “Transformers Earthrise,” testified about the impact of AI voice-over actors. She expressed concern about “public fan mods,” where fans use a celebrity’s voice to record lines of their choosing and share them online. Jones explained that while some fan mods can be fun, others can be hurtful. She emphasized the importance of having control over what her voice says and protecting her personal and financial interests.
Tim Friedlander, NAVA president and founder, expanded on the issue, highlighting instances where voice-over actors find their voices being used without consent in different games or promos. He also mentioned the rise of deep-fakes, where actors’ likenesses are used in nefarious ways. Crabtree-Ireland drew attention to the potential abuse of AI, referencing the “Joan Is Awful” episode of “Black Mirror” and the need for informed consent to protect voice-over actors.
Crabtree-Ireland stressed the importance of fair treatment and informed consent for voice-over actors in their battle against AI. He stated that getting fair treatment and protection requires informed consent from performers. It is crucial to understand what will be done with the digital replica of their voice.
Crabtree-Ireland acknowledged that the abuses of AI are particularly prevalent in the voice acting industry. He urged consumers to speak out against corporations that claim to protect AI but fail to do so. He emphasized that these companies care about shareholder value and the bottom line, and they will listen if consumers voice their concerns.
While SAG-AFTRA will negotiate for AI protections for its members, the issue of piracy also arises. Crabtree-Ireland explained that they will address piracy through a combination of collective bargaining, public policy, and educating fans. He emphasized the need for public policy around deep-fakes and the importance of politicians taking action against them, especially in important elections.
The panel also included moderator Linsay Rousseau and Ashly Burch, who added their perspectives on the topic. Zeke Alton, a negotiating member of SAG-AFTRA, emphasized that they are bargaining for their very existence. Crabtree-Ireland concluded by stating that this battle is not just a contract dispute, but an existential one.
