Hollywood's actors' union, SAG-AFTRA, has signed a significant agreement with artificial intelligence-focused startup Narrativ. The pact will allow actors to license digital replicas of their voices for commercials. This agreement establishes a foundation for ethical use of the technology, ensuring that actors can give informed consent and receive appropriate compensation.
Narrativ, a New York-based company, has agreed to abide by the union's terms, allowing actors who are part of SAG-AFTRA to enroll in a database accessible to advertisers. Performers will be able to negotiate the price for using their voices on a project-by-project basis as long as the union adheres to a minimum.
Duncan Crabtree-Ireland, national executive director of SAG-AFTRA, highlighted the importance of this agreement, noting that not all union members will be interested in licensing their voice replicas. Still, for those who do, there is now a safe option. Crabtree-Ireland stressed that Narrativ's platform represents an example of how artificial intelligence can be used ethically, putting control and compensation in the hands of the artists.
Ben Gottdiener, co-founder of Narrativ, described using AI to replicate artists' voices as a valuable tool for marketers. According to Gottdiener, this technology allows advertisers to deliver personalized messages with a voice that resonates with the right audience in the right place at the right time.
According to Folha de São Paulo information, the agreement between SAG-AFTRA and Narrativ is a pioneer and could set a precedent in the entertainment and advertising industry. The negotiation ensures the protection of actors' rights and establishes a framework for the responsible use of artificial intelligence. This issue is becoming increasingly relevant in an increasingly digitized world.
This agreement marks a significant step forward for actors in the digital age, ensuring that their voices are not used without authorization and that they receive fair compensation for their work. It also reflects a growing concern in the industry about ethics in using new technologies, such as artificial intelligence, which is transforming how content is produced and consumed.
