Video Game Industry Faces Strike Over AI Concerns
Last week, video game actors initiated a strike over fears that artificial intelligence (AI) threatens their livelihoods. This has sparked a renewed debate about the entertainment industry’s adaptation to new technologies.
When Jennifer Hale speaks, her voice commands attention. Known for her precise and warm delivery, she could captivate an audience reading something as mundane as a phone book. It’s no surprise that her voice is her career, and she’s deeply concerned about the impact AI could have on her profession.
“They see the work of our souls as just a commodity for profit,” Hale remarks about major gaming companies. “They’re crushing human beings in their blind pursuit of money and profit, and it’s disgusting.” Hale, known for her roles as Commander Shepard in Mass Effect and Samus Aran in Metroid, is one of the most recognized voice actors in gaming. She’s joined 2,500 members of the US actors union SAG-AFTRA in striking against companies like Activision, Warner Brothers, Disney, and EA, demanding protections against AI.
Hale’s concern is that generative AI could replicate her voice without her involvement. “They could take all my performances from a game like Mass Effect, feed them into a machine, and generate a new performance entirely with AI,” she explains.
AI concerns were also central in last year’s 118-day actors strike organized by SAG-AFTRA, which ended with agreements with Hollywood studios. However, the dispute over video games has persisted, culminating in the current strike on July 25. While many issues have been settled, AI protections remain a contentious point.
Despite the gaming industry’s estimated revenue of $189 billion in 2024, voice actors are paid significantly less than their counterparts in film and TV. Hale emphasizes, “I’m a single working mother with bills to pay. Under the current proposals, they would pay me nothing.”
Audrey Cooling, representing the ten game companies in negotiations, stated to BBC News, “Our offer addresses SAG-AFTRA’s concerns and includes meaningful AI protections, ensuring consent and fair compensation for all performers under the Interactive Media Agreement (IMA).” Hale acknowledges that not all companies are problematic and some are negotiating fair deals. “Anyone, even small developers, can approach SAG for a structure that fits their budget.”
She also believes the strike highlights broader workplace concerns with AI. “We actors are the canary in the coal mine. If our issues are dismissed, what does that mean for others?”
In the UK, John Barclay, assistant general secretary of the actors union Equity, expressed solidarity with SAG-AFTRA. “We stand shoulder to shoulder with SAG-AFTRA to secure fair pay and protect our members’ rights, especially as AI innovation progresses.”
UK regulations prevent Equity members from striking, and British SAG-AFTRA members cannot be compelled to strike. Actor David Menkin, known for his voice roles in Lego Star Wars and Final Fantasy XVI, worries that US companies might bypass the strike by hiring British talent. “We must ensure that UK-based actors are fully informed if work shifts here,” he says.
As the US strike continues, Jennifer Hale hopes for a resolution that balances creative integrity with commercial interests. “I hope they realize we’re all in this together. Killing us off for short-term gains makes no sense to me.”
