SAG-AFTRA strikes deal with AI startup Narrativ, protecting actors' voices in digital advertising

This landmark deal sets a new standard for ethical AI usage in the entertainment industry.

The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) has signed a groundbreaking deal with AI startup Narrativ, addressing the use of actors' voice replicas in digital advertising. This agreement aims to set a new standard for ethical AI implementation, granting performers control over their digital voices and ensuring fair compensation.

Narrativ operates an online marketplace that enables advertisers to create audio spots using AI tools. Under the new agreement, SAG-AFTRA's 160,000 members can opt to join a database connecting their voice talent to advertisers. Actors will have the power to negotiate fees for each project, provided they adhere to SAG-AFTRA's minimum payment standards.

The deal mandates informed consent and compensation for every use of an actor's voice replica, fostering transparency and ethical AI practices. This move by SAG-AFTRA reflects their proactive approach in navigating the evolving landscape of AI in the entertainment industry, ensuring the protection of actors' rights and fair compensation.

This deal is seen as a watershed moment for the AI and creative industries, highlighting the importance of placing humans at the center of AI technology. It empowers actors to maintain control over their digital voice replicas and paves the way for a more ethical and sustainable use of AI in advertising and beyond.