AI-generated voices in ads might become more common thanks to an agreement between SAG-AFTRA and an AI cloning upstart.
The American media workers’ union announced that it has struck a deal with Narrativ, which describes itself as a “marketplace for advertisers to buy talent likeness.” The agreement sets the rules for licensing SAG-AFTRA performers’ voices for AI-generated audio.
The union has given the green light for members to take advantage of such licensing, noting they now have a “safe option” to license their voice talents.
“Narrativ has agreed to our terms, and its platform is an excellent example of how AI can be ethically used, by putting compensation, informed consent and control in the hands of individual performers,” said SAG-AFTRA exec Duncan Crabtree-Ireland.
To get access to the union’s pool, Narrativ had to give some concessions: Brands that propose ads to performers need to state what their AI clones will say and promote, and offer a chance to turn the brand down. SAG-AFTRA members, if they approve the ad, get to set the price and negotiate if they think they deserve more.
SAG-AFTRA’s benefit plans will also get a cut of every ad run through Narrativ, though the union won’t say exactly how much.
Plenty of celebrities have already had AI-cloned versions of their voices and appearances plastered all over the Internet, but often without licensing or through channels like that pitched by Narrativ.
Up until the Narrativ deal, SAG-AFTRA was near war with AI. Union members previously went on strike against the TV and film industry for four months in 2023, specifically over AI clones. In the end, the union agreed to a deal pretty similar to the one it signed with Narrativ.
SAG-AFTRA’s video game voice actors are on strike right now over AI protections and have been for about three weeks. The union seems to have gotten its way on AI so far, and perhaps it’ll be three-for-three when the video game actor strike ends, whenever that may be. ®
