SAG-AFTRA has announced that they, together with Narrativ, will be partnering. The deal between SAG-AFTRA and Narrativ is for performers to license their digital voice replicas for use in AI-generated audio ads. It sets a standard for ethical AI use for performers to be compensated and have control over their likenesses.
Narrativ is a marketplace and tech startup. The announcement also explained, ” Narrativ — an online platform that allows performers to license their digital voice replicas for use in digital audio ads — has agreed to SAG-AFTRA’s A.I. informed consent, compensation and individual control requirements, as well as additional A.I. guardrails.”
With this, Duncan Crabtree-Ireland, SAG-AFTRA’s National Executive Director, shared his approval of the deal, saying, “Narrativ has agreed to our terms, and its platform is an excellent example of how AI can be used ethically, putting compensation, informed consent, and control in the hands of individual performers.”
Benefits Of The Agreement
This new arrangement gives performers authority over how their voice replicas are used, including setting their own prices. They announced, “You can set your own price for the use of your digital voice replica, with SAG-AFTRA minimums in place to protect your value and the opportunity to bargain for more on every job.” In other words, they can review and decide whether to accept or decline offers based on the content of the ads and the brands involved. This control extends to opting out of categories of ads they prefer not to be associated with.
The agreement also supports the union’s health and retirement plans, with a portion of each ad run through Narrativ contributing to these funds. This is so that performers benefit from immediate compensation as well as gain long-term benefits, reinforcing the value of union membership.
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What The Agreement Does To AI And Advertising
With this agreement, the use of AI in advertising is expected to expand for artists and advertisers. Clear ethical standards in place means more advertisers may use AI-generated voices for their campaigns, while still appreciating the transparency and respect for performer rights, which in turn adds to the scope and creativity of marketing strategies by using the AI-generated content.
What About The Strikes And AI Concerns?
SAG-AFTRA is currently still addressing strikes related to AI use in video game voice acting. The union stresses the need for explicit, enforceable agreements to protect performers from unauthorised AI replication of their performances. “We remain on strike to protect our members’ rights and to confirm that their talents are not used without proper agreement,” said a SAG-AFTRA spokesperson. “The success with Narrativ gives us optimism for similar outcomes in other areas of our industry.”
The union continues to advocate for unity among its members and sticking together to maintain bargaining power with AI technology advancing. The union certainly is proactive in negotiating terms that protect performers’ interests and livelihoods.
“Unity is our strongest tool in these negotiations. Our collective voice is what enables us to secure these important protections for our members,” confirmed Ezra Knight, New York Local President of SAG-AFTRA. He also reminded members of the importance of participating in union activities and staying informed about ongoing negotiations.
