SAG-AFTRA, the largest union representing performers in film and television, has signed a landmark agreement with the AI company Ethovox to develop a groundbreaking "foundational voice model." This initiative is designed to provide a basis for digital voice replicas, which are employed in various applications across the entertainment and technology industries.
Under this new contract, SAG-AFTRA has emphasized that the deal sets a precedent in terms of performer compensation. Members who choose to participate will receive both a session fee and ongoing revenue shares for the use of their voices in creating the foundational model. This financial arrangement seeks to ensure that performers receive fair compensation for contributing their voices to the project throughout its lifetime. Ethovox has also pledged to uphold principles of diversity and inclusion within this endeavour.
Cissy Jones, CEO of Ethovox, which is uniquely managed and owned by voice actors, expressed satisfaction with the partnership, highlighting the company's commitment to ethical AI development. "AI should be a choice," remarked Jones. The company has actively engaged with the voice actor community throughout development and promises to maintain this dialogue to ensure artists are fairly reimbursed while retaining control over their voice data.
The foundational model does not directly interact with end-users, and the specific voices involved will not be recognizable in the final generated speech, thereby protecting the anonymity of contributing actors.
This agreement is one among several that SAG-AFTRA has brokered with artificial intelligence companies in the past year. In August, the union announced a deal with Narrativ to enable members to license their digital voice for audio advertisements. Earlier in January, a similar agreement with Replica Studios allowed the usage of digital voice replicas in video games.
Duncan Crabtree-Ireland, SAG-AFTRA’s National Executive Director and Chief Negotiator, has been a staunch advocate of engaging with AI firms to safeguard the rights and compensations of members as AI technology becomes more integrated into entertainment. The union has also supported multiple legislative efforts at the state and federal levels to establish protections for the use of AI, not only for performers but also for the general public.
The announcement of the contract with Ethovox follows closely on the heels of SAG-AFTRA's struggle to reach an agreement on a new Interactive Media Agreement. This particular negotiation has been mired in disputes with ten major video game developers over AI-related contract provisions. Talks have been intermittent for nearly two years, as the previous contract expired in November 2022.
In a statement made on Monday, Crabtree-Ireland heralded the Ethovox partnership, advocating for more robust contractual protections as AI continues to evolve. "Not everyone will want to work with an AI company, and that’s understandable," he stated. "But for those who intend to utilise the opportunities AI offers, it's crucial that agreements mandate companies to secure informed consent and provide fair compensation."
The union aims to prevent AI from becoming a domain of misuse and exploitation, underlining the need for comprehensive safeguards that both protect and empower its members. As AI technology rapidly develops, SAG-AFTRA continues its commitment to ensuring that its members are adequately informed and justly compensated.
Source: Noah Wire Services