As a seasoned actor who has spent decades honing my craft and navigating the ever-evolving landscape of Hollywood, I find this recent development by SAG-AFTRA to be a game-changer. The union’s partnership with Narrativ is not just another step forward in the digital age, but a giant leap that empowers actors like me to monetize our unique talents in a safe and ethical manner.
The Hollywood actors’ union, SAG-AFTRA, has sealed an agreement with AI ad marketplace Narrativ. This allows union members to rent out their digital voices and likenesses via the platform for use in advertisements.
Under the fresh agreement, union artists have the freedom to list their digital voice copies on Narrativ, and they can personally decide their payment rates, provided these rates match or surpass the minimum commercial rate set by the union. The artists specify the type of advertisements they are willing to be featured in, and they can approve or reject offers for commercials directed towards them. It’s essential that an actor consents to the use of their voice in each advertisement.
On Wednesday, the union disclosed the settlement following the endorsement by their Commercial Contracts Standing Committee and National Executive Committee regarding the terms. In a statement, the union’s national executive director, Duncan Crabtree-Ireland, expressed, “While not every member may be drawn to the potential benefits of digital voice replica licensing, it’s logical. However, for those who are, we now provide a secure route.” He further added, “Narrativ has accepted our conditions, and their platform stands as a commendable demonstration of how AI can be ethically employed, by ensuring performers maintain control over their compensation, consent, and usage rights.”
According to SAG-AFTRA, the Narrativ agreement is designed to contribute towards union members’ health and pension funds, ensuring their long-term financial stability.
Ben Gottdiener, a co-founder of Narrativ, expressed in a statement that AI enables marketers to send appropriate messages, using a voice that will strike a chord with the right audience, at the ideal location and moment. He further emphasized that ethical use of AI reinforces this vision rather than undermining it. By guaranteeing that everyone involved in crafting that message is informed about its content, consents to its deployment, and is justly compensated, we make this vision practical, reproducible, and tangible.
Due to an increasing interest in artificial intelligence over the past year, the union SAG-AFTRA has developed several audio contracts to enable its 160,000 members to earn money from this technology while maintaining regulation. In January, the union, which represents many performers, reached a deal with AI voice technology company Replica Studios, a firm that collaborates with significant video game labels. In June, SAG-AFTRA unveiled a waiver for personalized AI audio commercials, permitting members to participate in creating dynamic advertisements with companies that have signed the SAG-AFTRA Audio Commercials Contract.
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2024-08-14 19:24