SAG-AFTRA Sets a Landmark Deal with AI Firm Narrativ for Ethical Voice Replicas

SAG-AFTRA, the union representing around 160,000 performers, has finalized a pioneering deal with AI startup Narrativ. This agreement facilitates the creation of AI-generated voice replicas for digital advertising while ensuring ethical standards are upheld. The deal promises to give performers control over the use of their voices, requiring their informed consent and guaranteeing fair compensation.

Narrativ, a startup founded in 2022, operates an online marketplace that enables advertisers to craft audio content using AI tools. The agreement with SAG-AFTRA allows union members to add themselves to a database that connects voice talent with advertisers. Members can negotiate fees on a per-project basis, provided the fees meet the minimum rates specified in SAG-AFTRA's most recent commercials contract.

Crucially, the deal requires Narrativ to adhere to SAG-AFTRA's informed consent and compensation standards. This includes the implementation of critical AI guardrails, a term emphasizing the ethical framework within which the technology must operate. According to Duncan Crabtree-Ireland, SAG-AFTRA's national executive director and chief negotiator, the platform exemplifies how AI can be ethically harnessed, ensuring performers retain control over their digital selves.

One of the standout features of the marketplace is its transparency. Performers can list their preferences and guide potential advertisers. For each use of a digital voice replica, the performer will receive a pension and health contribution, an aspect highlighted by SAG-AFTRA. This ensures that performers are not only paid fairly but also gain long-term benefits from their work.

The deal also introduces a high level of transparency and control for voice actors. Advertisers must secure permission from the performers for each use of their digital voice in advertisements. This comprehensive structure ensures that performers are fully aware of how their voices will be used, what products or services are being promoted, and even the commercial script before agreeing to participate.

Ben Gottdiener, co-founder of Narrativ, emphasized that ethical AI use not only aligns with the vision of effective marketing but also strengthens it. By ensuring informed consent and fair compensation, the platform aims to make AI-powered digital advertising a sustainable and repeatable model. This approach underlines the importance of human oversight and involvement, countering concerns that AI might sideline human talent.

The collaboration is being viewed as a significant milestone in the AI technology sector. The CEO of Waymark, Alex Persky-Stern, described the agreement as a 'watershed moment' for the industry. He praised the deal for prioritizing human control and consent, enabling actors to determine their rates, specify preferences, and approve every use of their digital voice clones.

Looking forward, SAG-AFTRA's deal with Narrativ sets a precedent for how AI can be integrated into creative industries while safeguarding the interests of human performers. The union is actively seeking similar agreements with other AI firms to establish robust standards for consent and compensation. This is particularly pertinent as AI-related copyright issues are becoming more prevalent in legal arenas.

SAG-AFTRA officials plan to engage with their members via live Q&A sessions to discuss the implications of the Narrativ deal, demonstrating a commitment to transparency within the union itself. Scheduled for August 14, these sessions aim to address member concerns and provide a platform for discussion.

In summary, the SAG-AFTRA and Narrativ agreement marks a forward-thinking approach to AI in digital advertising. It underscores the union's dedication to ethical standards, consent, and fair compensation, setting an example for other industries navigating the complexities of integrating AI with human talent.