SAG-AFTRA and Narrativ pave the way for AI voice replication

SAG-AFTRA and Narrativ pave the way for AI voice replication is profiled by BTW Media because public-source evidence links it to internet infrastructure, governance, operational dependencies, or market visibility.

• SAG-AFTRA has reached an agreement with Narrativ to allow actors to license their voices for AI-generated content, ensuring they can profit from and control the use of their voice replicas in advertising.
• The deal aims to provide ethical guidelines and financial opportunities for actors in the face of AI’s potential to replicate their voices without consent.

OUR TAKE
SAG-AFTRA has struck a deal with online talent marketplace Narrativ to allow actors to licence their voices to advertisers via AI technology, with the aim of ensuring that actors can profit from AI replication of their voices and maintain control over their use.
-Rae Li, BTW reporter

What happened

Hollywood actors’ union SAG-AFTRA has struck a deal with online talent marketplace Narrativ that allows actors to authorise advertisers to replicate their voices using artificial intelligence technology. The initiative aims to provide actors with a new way to benefit from AI technology and ensure they have control and knowledge over the use of their voice replicas.

Under the agreement, actors can set their own price for the use of their voice replicas by advertisers, but the price must not be less than the minimum rate of pay for audio adverts as stipulated by SAG-AFTRA. In addition, brands will have to get the actor’s explicit consent before using these sound replicas for their adverts. The move is seen as the establishment of ethical standards for the use of AI-generated voice replicas in advertising. The incident comes after actress Scarlett Johansson went public with concerns that OpenAI had used her voice without authorisation, an incident that has raised industry concerns about the potential problems associated with AI replication of actors’ voices.

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Why it’s important

This matter signals how the entertainment industry is protecting and expanding the rights of artists as it responds to rapidly evolving technological changes. With advances in AI technology, it has become possible for AI to replicate actors‘ voices and performances, raising concerns about the protection of artists’ likeness and intellectual property rights. SAG-AFTRA’s agreement with Narrativ provides actors with a new source of revenue and ensures that they have more control and say over the use of their voices. Not only does this help to protect actors from unauthorised use, it also provides them with the opportunity to participate fairly within the emerging technology sector.

The conclusion of this agreement also has an industry demonstration effect, providing a reference for other industries and trade unions when dealing with similar issues. It emphasises the importance of securing artists’ rights and interests through collective bargaining and clear contractual terms in the face of technological developments. The move will help create a fairer and more sustainable environment for artistes to co-exist with technological advancement while respecting and protecting the fruits of their labour.