SAG-AFTRA clinches AI virtual voice replica deal with Narrativ
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SAG-AFTRA has entered a deal for audio voice replicas in virtual advertising with an AI startup named Narrativ. The union believes this sets a new ground for ethical use of the technology while allowing performers to consent and get paid. The start-up, which is based in New York — runs an online marketplace that allows advertisers to develop audio spots through AI tools. With this deal in place, it is hoped that this will provide the union’s 160,000 members a chance to be included on a database that links voice talent to potential advertisers. Narrativ agrees to SAG-AFTRA’s terms According to the agreement, individual members will discuss the fees of their voice-over for each project, as long as the fees aren’t lower than SAG-AFTRA’s minimum, as per its most recent commercials contract with advertisers. In the negotiations with the union, the AI start-up, which was founded in 2022, acceded to SAG-AFTRA’s informed accord and compensation requirements, among other vital AI guardrails. Last year, AI technology was a major issue in the Hollywood strike, which was the first joint protest by both actors and writers, since 1963. The tech was also at the center of video game voice actors and motion-capture performers call for a strike last month. However, despite the latest deal, SAG-AFTRA national executive director and chief negotiator, Duncan Crabtree-Ireland acknowledged that not all members will be interested in taking advantage of the opportunities that licensing their digital voice replicas might offer. “But for those who do, you now have a safe option,” said Crabtree-Ireland. “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.” Crabtree-Ireland The union categorically stated that the agreement was sanctioned by…
Filed under: News - @ August 15, 2024 12:19 am