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SAG-AFTRA Deal Grants Actors AI Voice Replication Control
The SAG-AFTRA union reached a new agreement with NARRATIV that will allow actors to license digital replicas of their voices for advertiser audio ads. This deal addresses concerns over AI misuse in replicating voices without consent and gives actors control over their digital likenesses.
Online talent marketplace NARRATIV is a company that connects actors with advertisers who need voiceover work. The company’s standards require any advertiser using their platform to get permission before using anyone’s voice for digital replication.
Under the agreement, actors have the choice to opt (or not) for voice replication, set their prices (ensuring at least SAG-AFTRA minimum pay for audio commercials), approve each specific use, and review offers before accepting or declining them. If an actor decides to leave the platform, they can request the deletion of their digital voice replica. All the details of the agreement haven’t been fully released yet.
SAG-AFTRA’s DUNCAN CRABTREE-IRELAND: “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.”
The issue of AI in entertainment has been a huge issue, and one of the main sticking points during the 2023 HOLLYWOOD strikes. This agreement follows a similar deal with REPLICA STUDIOS for video game voice licensing.