According to reports from The Drum, SAG-AFTRA, the Hollywood actors union, has struck a deal with AI startup Narrativ that allows union members to license their AI-generated voice replicas for use in digital audio advertisements, enabling actors to negotiate their own fees and maintain control over their digital voices.
The agreement between SAG-AFTRA and Narrativ represents a significant development in the intersection of AI technology and the entertainment industry. Narrativ, an AI startup founded in 2022, operates an online marketplace that enables advertisers to create audio spots using AI tools12. Under this groundbreaking deal, SAG-AFTRA's 160,000 members can opt to join a database connecting their voice talent to advertisers, granting them the power to negotiate fees for each project while adhering to SAG-AFTRA's minimum payment standards13. This arrangement aims to set a new standard for ethical AI implementation in the advertising industry, addressing concerns about informed consent, fair compensation, and protection of actors' rights in the digital age14.
The SAG-AFTRA agreement with Narrativ establishes robust protections for actors' digital voice replicas, emphasizing informed consent, fair compensation, and ethical AI use. Performers must approve each project individually and can set their own rates above SAG-AFTRA's minimum standards.12 The deal includes contributions to health and retirement benefits, enhancing financial security for actors.23 Importantly, performers can specify preferences for ad types and reject offers that don't align with their personal brand.4 This framework aims to empower actors with control over their digital voices while creating new income opportunities in the evolving landscape of AI-driven advertising.14
The SAG-AFTRA agreement with Narrativ represents a significant response to growing concerns about AI's impact on the entertainment industry. While it aims to protect actors' rights and ensure fair compensation for AI-generated voice replicas, the deal has sparked debate about its broader implications. Some industry professionals, like SAG member Justine Bateman, argue that AI usage could ultimately harm the union by reducing demand for human actors and impacting pension and health benefits.1 Despite these concerns, the agreement is seen as a proactive step in addressing AI challenges, potentially serving as a model for other industries facing similar issues.2 However, critics worry that such deals might inadvertently accelerate the replacement of human performers with AI alternatives, particularly in areas like video game development and dubbing.3 The ongoing discourse highlights the complex balance between embracing technological advancements and safeguarding performers' interests in an evolving digital landscape.
The SAG-AFTRA agreement with Narrativ aligns with broader legislative efforts to protect individuals' rights in the age of AI. The proposed NO FAKES Act, introduced by a bipartisan group of U.S. senators, aims to establish federal protections for individuals' voices and likenesses against unauthorized digital replicas1. This legislation would create a nationwide harmonized right of publicity, addressing concerns about deepfakes and AI-generated content2. As AI technologies continue to evolve, ongoing dialogue and adjustments to agreements like SAG-AFTRA's will be necessary. The entertainment industry must remain vigilant in balancing technological advancements with ethical considerations, potentially drawing inspiration from state-level initiatives like Tennessee's ELVIS Act, which specifically addresses AI-related challenges in protecting artists' rights3.
