Actors union signs deal with AI advertiser
As the entertainment industry navigates the challenges posed by artificial intelligence, the actors union announced on Wednesday that it has forged an agreement with an AI company specializing in audio advertisements. SAG-AFTRA, which serves as the representative for 160,000 media professionals, revealed that the deal marks a significant milestone in establishing ethical standards for AI-generated voice replicas.
SAG-AFTRA's National Executive Director and Chief Negotiator, Duncan Crabtree-Ireland, emphasized the importance of the deal, stating, "Not all members may choose to leverage the opportunities presented by licensing their digital voice replicas, and that's perfectly understandable. However, for those who opt to do so, a secure option is now available."
The AI company in question, Narrativ, operates as an online marketplace where advertisers can identify talent and produce audio commercials using AI technology. Through this partnership, performers who join Narrativ are able to establish the price for utilizing their digital voice replicas and define the criteria for their usage in advertisements.
Key aspects of the agreement include a provision that mandates explicit consent from performers for each instance of their voice replicas being used in advertising by brands. SAG highlighted that this collaboration presents performers with the opportunity to earn income while retaining control over their personal brand and likeness.
Ben Gottdiener, Co-Founder of Narrativ, expressed enthusiasm about the possibilities AI offers to marketers, enabling them to deliver personalized messages using voices that resonate with their target audience effectively.
The union stressed that the deal with Narrativ ensures that all stakeholders involved in crafting the marketing message are fully informed, provide consent for its utilization, and receive equitable compensation.
This agreement represents the second instance of SAG entering into a deal related to digital voice replicas, following a prior contract ratified with Hollywood studios that incorporated protections concerning artificial intelligence, such as informed consent and compensation frameworks.
In a separate development, SAG-AFTRA disclosed a collaboration with Replica Studios, an Australia-based entity, to engage its members in producing and licensing digital voice replicas for applications in video games and interactive media.
The utilization of artificial intelligence emerged as a significant issue during the union's nearly four-month strike against studios last summer. A report from Otis College of Art and Design underscored AI's growing role in the entertainment industry, portraying it as a potential threat to employment due to its expanding capabilities within the sector.
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