Actors’ union SAG-AFTRA announced holding its first protest against a major gaming company. The event is scheduled for Thursday, August 1, outside the WB Games offices in Burbank, California.
It is worth noting that this decision was not spontaneous. It followed the announcement of a strike last week. The main goal of the union is to ensure that protections against the use of artificial intelligence are included in the Interactive Media Agreement, which regulates work in the gaming industry.
To understand the conflict, it’s important to look at the background. Negotiations between SAG-AFTRA and the studios lasted about a year and a half. During that time, the union sought to improve working conditions, raise pay, and, importantly, ensure protection from AI. However, according to SAG-AFTRA representatives, employers did not meet halfway on the AI issue.
In this regard, Sarah Elmaleh, who chairs the negotiating committee for the Interactive Media Agreement, commented on the situation as follows:
A year and a half of negotiations have shown that our employers are not seeking fair protection from AI, but rather are interested in exploitation. We do not accept this approach – not a single one of our union members will be left without support. We can no longer wait for adequate protection measures.
Moreover, Elmaleh emphasized the union’s willingness to cooperate on temporary and independent contracts that ensure transparency in the use of AI, consent and compensation for all performers. At the same time, she expressed hope for continued constructive negotiations when the other side is ready for dialogue.
As for the upcoming protest, Elmaleh will join the actors protesting on Thursday along with other SAG-AFTRA committee members, including Zeke Alton, Ashly Burch and Andy Norris. SAG-AFTRA leadership, including National Executive Director Duncan Crabtree-Ireland, is also expected to be in attendance.
The union said in a statement:
This strike is an attempt to protect the rights of our actors and actresses working in interactive media to continue to earn a living doing what they love. Artificial intelligence is threatening our performers’ jobs and images, and gaming companies are refusing to offer fair terms to address this critical issue.
