Creative GenerationVerified
Reviewed and published by trentmaziarz, May 11, 2026. Discovered and drafted by our automated research pipeline.
SAG-AFTRA deployed AI protections in its 2025 Interactive Media Agreement, ratified in July 2025, which requires consent and disclosure for AI digital replica use and allows performers to suspend consent for the generation of new AI material during a strike. The agreement ended an 11-month video game strike.
Details
The 2025 Interactive Media Agreement, ratified by 95.04% of members in July 2025, covers voice and body-capture performers working in video games and other interactive media. Key AI provisions include consent and disclosure requirements for any use of a performer's AI digital replica, and a novel 'strike suspension' clause allowing performers to revoke consent for AI generation of new material if they go on strike — preventing AI from being used as a strikebreaker. The agreement was made with major video game companies including Activision, Disney Character Voices, Electronic Arts, Epic Games, Insomniac Games, Take-Two, and WB Games.
Products affected
2025 Interactive Media Agreement
Sources & Evidence
Company Disclosure
Cite this record
Trace Foundation. (2026). SAG-AFTRA: SAG-AFTRA deployed AI protections in its 2025 Interactive Media Agreement, ratified in July 2025, which requires consent and disclosure for AI digital replica use and allows performers to suspend consent for the generation of new AI material during a strike. The agreement ended an 11-month video game strike (data as of 2026-05-11) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/1f131e05-3c62-495a-9596-4aa1930e8db2. Accessed October 4, 2026.
- Stable link
- https://www.aitrace.org/r/practice/1f131e05-3c62-495a-9596-4aa1930e8db2
- Data as of
- May 11, 2026
- Last verified
- Not recorded
Other practices by SAG-AFTRA
Creative GenSAG-AFTRA deployed AI protections in its Television Animation Agreement, ratified in March 2024, as the first SAG-AFTRA animation voiceover contract to include protections against AI misuse. The agreement requires consent when an AI system is prompted with a performer's name, and mandates notice and bargaining whenever any synthetic voice — not just human character voices — is created via generative AI.Creative GenSAG-AFTRA deployed the Dynamic AI Audio Commercials Waiver in June 2024, setting contract terms for how advertisers may use AI to create personalized, dynamically customized audio ads using digital voice replicas of union members. The waiver is available only to signatories of the SAG-AFTRA Audio Commercials Contract and requires the performer's informed consent at each stage.Creative GenSAG-AFTRA offers its members the option to create and license AI-generated digital replicas of their voices for use in video game development and other interactive media through a partnership agreement with Replica Studios, announced in January 2024. Participation is voluntary and requires the performer's informed consent and minimum scale compensation for each use.
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