SAG-AFTRA strikes to standards: The Narrativ agreement will regulate AI voice cloning

Remember SAG-AFTRA strikes? SAG-AFTRA has finalized a significant agreement with Narrativ, an online marketplace for A.I.-generated audio advertisements, aimed at setting new standards for the ethical use of digital voice replicas.

Under this deal, SAG-AFTRA members can now license their digital voice replicas for use in digital audio ads. The agreement includes several key provisions to ensure the ethical management of these voice replicas:

• Informed consent: Performers must be fully informed about how their digital voice will be used, including details about the advertisement’s content and context. They must approve the final version of the ad before it is released.
• Fair compensation: Members will set their own rates for the use of their digital voice replicas, which must meet or exceed the minimum compensation standards outlined in the SAG-AFTRA Audio Commercials Contract.
• Control and preferences: Performers can specify their preferences regarding the types of advertisements they wish to be involved in and can reject offers that do not align with their personal brand. They also have the opportunity to negotiate higher compensation if needed.

This isn’t just about actors getting a new gig; it’s about setting standards for how AI can be used in the creative industry. The deal aims to ensure that actors are fairly compensated, their digital voices are used with consent, and there’s a clear framework for how these replicas can be employed.

The Narrativ platform facilitates connections between advertisers and performers for creating digital audio commercials. Performers can set their preferences and pricing on their profiles, and advertisers must provide a draft of the ad and details about the product or service being promoted. Performers can review these offers and approve or decline them based on their preferences.

In addition to generating new income opportunities for SAG-AFTRA members, the deal includes contributions to the union’s Health and Retirement plans for every ad featuring a member. This supports the financial security of the performers and helps sustain these plans in the long term.

What have SAG-AFTRA strikes changed, and why is this deal important?

The deal is important because it sets a new standard for ethical A.I. use in the industry. By establishing clear guidelines for informed consent, fair compensation, and control over digital likenesses, it provides a responsible framework for integrating A.I. technology into media.

For performers, this agreement offers significant protections and new income opportunities. It ensures that they are compensated fairly and have control over how their digital voices are used, which is crucial in an industry increasingly reliant on digital technology.

Additionally, the deal serves as a model for how other organizations and industries might handle similar issues. It demonstrates that technological advancements can be aligned with ethical practices and fair treatment, influencing future agreements and policies in the entertainment sector and beyond.

What is Narrativ?

Narrativ is an online marketplace that specializes in connecting advertisers with voice actors for the creation of A.I.-generated audio advertisements. It allows performers to license their digital voice replicas for use in digital audio ads.

Credit: Narrativ

This platform facilitates the ethical and transparent use of digital voice technology, ensuring that voice actors are fairly compensated and have control over how their voices are used in advertisements. The recent agreement with SAG-AFTRA aims to set new standards for managing digital voice replicas responsibly and ethically.

Featured image credit: SAG-AFTRA