After nearly a year of negotiations, strikes, and industry-wide tension, SAG-AFTRA - the union representing thousands of performers in the U.S. - has reached a groundbreaking agreement with leading video game companies. This marks a significant step forward in the fight to protect artists' rights in the rapidly evolving world of artificial intelligence and interactive media.
Background: Why Did the Strike Happen?
The strike began in July 2023, when SAG-AFTRA members raised concerns about the unregulated use of AI in video games and the threat it posed to their livelihoods. With the growing ability to replicate voices and performances using AI, performers feared their work could be reused, manipulated, or monetized without their knowledge, consent, or compensation. The core demands of the union centered around three essential principles:
- Consent: Performers must approve any AI-generated use of their voice or likeness.
- Compensation: Fair pay is required for any reuse or AI-based replication of performances.
- Control: Performers should be informed and able to track how their digital replicas are being used.
The Agreement: What Has Been Achieved?
On June 12, 2025, SAG-AFTRA formally approved a new Interactive Media Agreement - one that includes some of the most robust AI-related protections ever seen in the entertainment industry. Key elements of the agreement include:
AI Usage & Digital Replicas
- Informed consent is now mandatory before a company can use AI to recreate a performer’s voice or likeness.
- Minimum rates for the use of digital replicas have been established, ensuring performers are paid even if AI is used to reproduce their performance.
- Higher compensation for real-time AI generation, such as chatbots and live response systems.
Financial & Working Condition Improvements
- Wage increases for both session and overtime work.
- Stronger health and pension contributions under the SAG-AFTRA Health Plan.
- New safety standards, including: Medical professionals required on set during hazardous recording sessions and defined rest periods for long or physically demanding sessions
What’s Next?
The agreement is currently awaiting ratification by the full membership, with a release of the full contract terms expected on June 18. However, SAG-AFTRA leadership has already instructed members to return to work - officially bringing the long-running strike to a close.
Industry Voices: Hope, Relief, and Unity
Jennifer Hale, renowned voice actor (Mass Effect, Metroid Prime), described the outcome as “an enormous effort on both sides” and expressed deep appreciation for the producers who recognized the value of fair treatment and collaboration.
"We got consent, control, and compensation. Those elements are strongly in place and I think that's really important," Hale told Eurogamer.
She also emphasized the emotional and economic toll the strike took on the wider industry - from actors and studios to casting directors, agencies, and production teams - and called this moment “a tremendous opportunity for repair.”
A Ripple Effect Across Borders
Though the strike was centered in the U.S., its impact was felt globally. Some studios sought voice talent from other markets during the stoppage, and many non-U.S. performers, such as the French cast of Apex Legends, also took a stand against unregulated AI practices. Unions worldwide, including the UK’s Equity, praised SAG-AFTRA’s persistence and supported the movement for safer, fairer digital labor standards.
What This Means for Localization and Dubbing
At Graffiti Studio, we see this as a pivotal moment for our industry. As a company dedicated to high-quality localization, dubbing, and voice-over, we recognize how essential it is to balance innovation with integrity. AI may be a powerful tool - but it should enhance the creative process, not replace or exploit the artists who bring characters to life.
This agreement is more than just a labor contract - it’s a commitment to sustainable careers in an evolving media landscape. We applaud SAG-AFTRA and the voice-acting community for their resilience, vision, and unity. The future of voice-over is safer, stronger, and more ethical - and we’re proud to be part of that journey.
