SAG-AFTRA Union Strikes Deal With Narrativ for AI Voice Replication in Ads

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Key Takeaways

  • SAG-AFTRA partners with Narrativ to let actors sell AI voice replication rights.
  • The deal ensures actors' control and compensation for AI voice use in ads.
  • It addresses concerns about AI's impact on performers' likeness and income.

SAG-AFTRA and Narrativ have reached an agreement that will enable actors to license their voices to advertisers using artificial intelligence (AI).

The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) announced the groundbreaking agreement with the online talent marketplace, Narrativ, on Wednesday. The deal addresses growing concerns about the technology’s impact on performers’ livelihoods and creative control.

As fears mount over the potential for AI to facilitate widespread theft of performers’ likenesses, the new SAG-AFTRA agreement aims to ensure that actors can benefit financially from the technology while maintaining control over how and when their voice replicas are used.

SAG-AFTRA official, Duncan Crabtree-Ireland, made it clear that not all members of the guild will be interested in the opportunity, but this deal provides a safe option.?

Under the agreement, actors can set prices for advertisers to digitally replicate their voices, stipulating that the price must at least equal the SAG-AFTRA minimum pay for audio commercials.

Furthermore, the deal mandates that brands obtain consent from performers for every ad that uses the digital voice replica.

Narrativ, the platform at the center of this deal, serves as a bridge between advertisers, ad agencies, and actors to create AI-powered audio ads.?

This partnership represents a significant step in formalizing the use of AI voice replication in the advertising industry.

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