Intellectual Property and AI Voice Technology: A New Era in Gaming and Entertainment

Artificial intelligence (AI) clashing with intellectual property rights is a hot topic, especially in showbiz. The spotlight is now on the recent clash between SAG-AFTRA—a major union for actors—and Replica Studios, which makes AI voices.

SAG-AFTRA and Replica Studios: A Landmark Agreement

  • This agreement focuses on the ethical use of AI voice technology in video game development.
  • Under the contract, SAG-AFTRA members can license their voices for use in video games while ensuring the protection of their likenesses.
  • The deal requires video game studios to obtain permission to create “digital voice replicas” of actors.
  • A key feature of the agreement is the establishment of a minimum rate for compensating voice owners, including specifics on how and where the voice can be used.
  • Each contract will be individually negotiated, offering performers options to opt out of future projects.

Ensuring Fair Compensation and Consent

Duncan Crabtree-Ireland, National Executive Director and Chief Negotiator of SAG-AFTRA, emphasized the importance of this agreement. It ensures fully informed consent and fair compensation for the use of members’ voices and performances, particularly as game studios look for more efficient production methods.

Industry Response: Mixed Reactions to AI Voice Technology

  • Jennifer Hale, a prominent voice actor, criticized AI-manipulated voiceovers, highlighting the lack of emotional authenticity in AI-generated performances.
  • The recent SAG-AFTRA and Replica Studios deal drew varied reactions, with some high-profile voice actors expressing disappointment, citing a lack of consultation. –
  • The union’s move was surprising, especially after their 118-day strike last year against Hollywood studio’s streaming contracts and planned AI use.
  • AI development in voice technology has been met with skepticism from various industry figures, including directors and indie developers, who advocate for the primacy of human talent over AI in creative works.

Protecting Rights and Ethical AI Use

  • The contract aims to balance the ethical use of AI voice work with fair and equitable employment opportunities for voice actors.
  • Protection against unregulated AI use was a major discussion point for SAG-AFTRA in 2023.
  • The issue of AI in video game development has been a hot topic, with several studios clarifying their stance on AI voice and dialogue generation.

Industry Examples: The Ongoing Debate

  • Embark Studios and Genvid have used AI text-to-speech alongside recorded audio but denied aiming to replace actors.
  • Bandai Namco also refuted claims of using AI voice technology in its Naruto x Boruto: Ultimate Ninja Storm Connections title.
  • The industry is witnessing a tug-of-war between embracing AI for efficiency and preserving the authenticity and jobs of human talent.

The Future of AI in Voice Acting: Opportunities and Challenges

  • AI voice tech is growing fast, and it’s changing the game in entertainment. It’s making things more creative and getting jobs done quicker.
  • But with this growth comes big challenges. There’s a chance it could replace people’s jobs, and there’s a lot to think about when AI starts acting like humans.
  • Folks in the industry have got to tackle these issues, all while making sure they don’t step on the toes of the voice actors who make their living this way.


AI’s role in video game voice acting is tricky, as it brings together cutting-edge tech with ethical questions and the concerns of actors. A new deal between SAG-AFTRA and Replica Studios is a big deal for tackling these issues, but people in the biz aren’t all on the same page about AI’s role and impact in the arts.

As AI keeps getting better, we’ll see it more and more in entertainment and other fields. It’s super important for everyone involved to keep talking to make sure that as things move forward, we don’t trample over what’s important in making art.

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