The use of AI in Hollywood productions has been a major bone of contention for unions negotiating contracts for writers and actors. Namely, performers don’t want voice snippets from one project to be manipulated by AI and used in perpetuity on other movies and TV shows without compensation. (Or on new products from AI giants like OpenAI, as Scarlett Johansson alleges.)After ratifying new contracts for voice actors earlier this year that include protections for voice actors regarding the use of AI, SAG-AFTRA has struck a deal with AI startup Narrativ, an online platform that lets actors license their voices to digital advertisersMembers of the Screen Actors Guild and the American Federation of Television and Radio Artists (SAG-AFTRA) can upload 30- to 60-second audio samples of their voices to Narrativ. Advertisers then use AI to produce commercials featuring members’ voices, which members can accept or reject on the Narrativ platform.Minimum rates range from $385 for a four-week ad to $2,420 for 21 months, though SAG-AFTRA members can set their rates higher.
“Not all members will be interested in taking advantage of the opportunities that licensing their digital voice replicas might offer, and that’s understandable,” said SAG-AFTRA National Executive Director Duncan Crabtree-Ireland. “But for those who do, you now have a safe option.”The agreement focuses on three key areas: consent, compensation, and control. Any union actor who signs up for the program can opt out of having their voice used in ads for a specific category (gambling, crypto, adult content, etc.) or brand.
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“This collaboration not only offers a novel revenue model for individuals in the digital age but also equips advertisers with the tools needed for more efficient, impactful, and customizable ad campaigns,” SAG-AFTRA and Narrativ said in a joint statement.SAG-AFTRA signed a similar a deal with Replica Studios in January to regulate how video game studios associated with Replica use performers’ AI voices in their games.
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About Jibin Joseph
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Jibin is a tech news writer based out of Ahmedabad, India. Previously, he served as the editor of iGeeksBlog and is a self-proclaimed tech enthusiast who loves breaking down complex information for a broader audience.
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