Unleashing the Power of AI in Entertainment: A Game-changer for Voice Actors and Their Livelihoods

Summary

It is crucial for actors and voice actors to have active consent and control over the use of their recordings in AI applications to protect their livelihoods.

Without proper safeguards in place, companies are able to utilize the voices of actors without providing any form of compensation or notification. This kind of exploitative practice puts their professional careers and reputations at risk.

To show solidarity with actors, fans can play an important role by alerting them whenever they encounter unauthorized instances of their voices being used. Additionally, it is crucial for fans to stand against platforms that take advantage of voice actors without obtaining their consent.

The WGA and SAG-AFTRA have been on strike since May 2 and July 13, respectively, with one of the reasons being artificial intelligence. The technology poses potential threats to professions in Hollywood, such as actors and writers. Unfortunately, the new WGA and SAG-AFTRA contracts proposed by the AMPTP do not provide adequate protections, leading to the unions' decision to strike.

To address the confusion surrounding artificial intelligence, efforts have been made by members of SAG-AFTRA and the National Association of Voice Actors (NAVA) to make it more comprehensible. This includes organizing panels and conducting interviews at San Diego Comic-Con, aimed at educating the public about AI in Entertainment. NAVA has also made a digital rider available on their website, which can be utilized by both members and non-members.

Cissy Jones Talks AI In Entertainment

Screen Rant: We're discussing the intersection of AI and entertainment, an inherently terrifying concept. Could you provide some insight into the AI component of the SAG-AFTRA and WGA strikes and elaborate on why this topic holds significant significance for your organizations?

Cissy Jones believes that technology, particularly AI, is undeniably present in our lives and continues to progress. Ignoring its existence would be detrimental to our profession, as we need to adapt and work alongside it. In the ongoing strike, one of the key demands is to have active consent in contracts. Currently, many contracts, whether from large corporations or smaller entities, include a hidden clause on page 14 that grants them unrestricted access to our session recordings. This access extends indefinitely and across all known and future technologies. This clause is not ideal since many clients may not have the intention to use our work for AI purposes. However, attorneys include it as a safeguard for potential advancements. We, as the National Association of voice actors, aim to prevent the acceptance of such language as a standard practice.

To ensure ethical practices, it is crucial to address certain issues in contracts. For instance, if there are plans to create digital representations of our faces, voices, or incorporate our written content into machine learning processes, active informed consent should be obtained. This entails seeking permission from individuals by explicitly informing them of the intent, such as, "Hey, Cissy, I intend to create a digital version of you using these sessions. Are you comfortable with that?" This practice, unfortunately, is currently lacking.

Additionally, it is not just large companies that exploit our voices without consent; individual companies also enable the uploading of content without any authorization or compensation. Often, the discovery of our voices being used in such contexts is only brought to our attention when fans notify us, saying, "Hey, I just heard Lilith Clawthorne say some questionable things. You might want to address it." This becomes another aspect of consent - please refrain from manipulating my work and making me say things I have never uttered. It is genuinely problematic. These considerations form an integral part of the larger issue.

Control is essential in this situation. While I am open to the idea of creating a digital version of my voice for various tasks, such as taking on additional work on my behalf, I need to establish the boundaries of its use. For instance, I am not interested in having my digital voice associated with pornographic content due to my concerns about my children coming across it and questioning my involvement. Similarly, I want to prevent my voice from being used in any racist or homophobic materials, as these go against my values. Additionally, as a voice actor, if I were to land a coveted job with Toyota, they would expect exclusivity in using my voice for their campaign. However, if someone were to exploit my digital voice without my permission, it would violate my contract and put me at risk. This scenario could quickly become complicated and problematic.

Lastly, I'm referring to compensation, correct? We are all familiar with the story about the producers who offered a mere $100 to background actors in exchange for the perpetual use of their likeness across the entire known universe. Seriously? Background actors are already at a disadvantage and not fairly treated. This is also a reason for the strike, to ensure they receive better treatment. They are already underpaid and often mistreated. And now they are being offered $100 to prevent them from working again. Where is the fairness in that?

According to Duncan Crabtree-Ireland, Voice Over is the perfect example of this issue. It is the starting point for such practices where someone's voice is easily manipulated. Are we going to allow this? Or will we, as human beings, stand up and say, "I wouldn't want this done to me, so let's not do it to others?" That is a lengthy response, but it encapsulates the situation.

I must admit, certain aspects of that had not crossed my mind, particularly the alarming liability factor. I hadn't even considered it. Is this already underway? Because it seems more than just a possibility. It appears to be an issue that people are already grappling with.

Cissy Jones: I haven't come across a scenario akin to Toyota Honda. However, for non-union contracts, it is rampant. It prevails everywhere.

I was unaware that this was already happening. I understood that the strikes were a result of people opposing it, but I was not aware that it is currently a significant problem.

Cissy Jones: What is concerning is the amount of information we lack. The only way I am aware that my voice is included in some of these databases is because people have informed me that they have heard it. However, I have no way of knowing if my voice is being used for a car campaign or a local furniture shop in rural Iowa. It is uncertain.

But even if that doesn't violate any rules, it still lacks fairness. Taking away my means of making a living without providing any compensation, or at the very least notifying me and offering compensation, is simply unjust. I fail to see the moral principles behind such actions, don't you? Hence, one of the key focuses of NAVA is our concerted effort with SAG to address this issue. We actively share valuable insights, lend support to one another, and strive to establish ethical standards in the realm of voiceover and artificial intelligence.

WGA, SAG-AFTRA, and NAVA appear to be leading the conversation, but how does this impact the entertainment and animation industries as a whole? It seems that incorporating AI into casting and the prevalence of AI art have become significant factors, potentially affecting all aspects of the industry. Can you elaborate on how this is influencing everything within the industry?

Cissy Jones: The impact is widespread. AI serves as a valuable tool in various ways. For instance, when struggling to name a character, we can now turn to ChatGPT and ask for suggestions. Additionally, if a drawing needs improvement, we can explore what AI can offer. Furthermore, when renowned celebrities are unavailable for additional recordings, we can compensate them for the utilization of their digital counterparts to deliver the necessary lines. Similarly, for game development, I may initially provide temporary voice recordings (scratch), and later come in to record the final version with the required emotional depth.

These tools and real-life instances demonstrate the usefulness of AI. However, its lack of compensation, notification, and control over our artwork poses a significant problem. Our art is our livelihood, so it is crucial to have an ethical approach. Mindlessly using AI could potentially result in a significant loss of jobs and businesses.

Considering the strikes and other related issues, what is the desired outcome for the agreement in Hollywood regarding AI?

Cissy Jones: I cannot speak specifically about the strikes as I am not involved in the negotiating committees. However, the goals we have at NAVA can be found on our webpage navavoices.org/synth-ai/. I know the URL is a mouthful. Essentially, what we advocate for is consent, active consent to be precise. We also emphasize control and compensation. Ideally, we would like to have a union contract that states the creation of a digital version of my voice, with my agreement. Whenever a client requests the use of my voice, I would receive a notification asking for approval, such as for an internal HR video narration. If I agree, I would receive compensation within seven days or a specified timeframe.

It is important for me to be notified and compensated every time my voice is used. Additionally, we stress the importance of secure storage and tracking to ensure transparency and prevent issues like the current problem of undisclosed streaming numbers. These are the key principles we strongly advocate for.

With the increasing use of AI as a tool, how can we ensure that it remains a tool instead of dominating the creative process?

Cissy Jones: To address this concern, I believe it would be beneficial for projects to incorporate a defined percentage of human involvement from artists, actors, writers, or any other creative individuals. Perhaps limiting AI-generated content to 10% or less could strike a good balance. Although I'm not privy to the specifics of negotiation committees, I personally support this approach. It seems that fear surrounds this issue, except for those who are profiting significantly, as they seem indifferent.

However, for those of us who do not have high incomes, each and every one of us is at risk. Therefore, after conversing with numerous individuals in the field including reporters, editors, audio engineers, and actors, we all feel terrified. If there is a means by which we can protect ourselves collectively, everyone seems to be in agreement. However, it requires the collective effort of all of us. It is important to acknowledge that the top executives may not be interested, but there are more of us than there are of them.

How can fans provide support from beyond the industry?

Cissy Jones: Firstly, I want to express my deep gratitude to our fans. We all value and depend on our fans immensely. Their support is indispensable to our industry, and we cannot thank them enough. I want to take this opportunity to personally thank those who have shown support for our work. It is incredibly helpful when fans alert us to unauthorized websites featuring our voices, such as the recent incident with Nexus mods and Skyrim Digital. It was not the Skyrim actors who discovered this issue, but rather a fan who brought it to our attention. We are immensely grateful for this.

I would also like to acknowledge the responsiveness of certain websites, namely UBERDOC and FakeYou, when it comes to taking down content upon our request. When we email them to inform them that they do not have our consent or permission to host our voice work and ask them to remove it, they have been very cooperative. Unfortunately, there are others who have responded to us in a disrespectful manner, essentially disregarding our requests. It is disheartening, but we greatly appreciate it when fans inform us of such incidents. We ask that you do not use these unauthorized websites. If you come across them and know that it is not my work, please refrain from using it, as doing so only perpetuates the issue. If you wish to create a digital version of yourself, that is entirely acceptable and encouraged. However, it is important that you do not exploit those of us who make a living in this industry.

Finally, I urge you to speak up. We truly appreciate your feedback, but there was an incident a few weeks ago involving an actress who bravely spoke out on Twitter. She kindly requested, "Please refrain from misinterpreting my words. It's deeply upsetting to have my livelihood jeopardized." Unfortunately, she faced vicious attacks and harassment, leading her to deactivate her social media accounts. At present, it's uncertain whether she will return, as she has experienced significant personal difficulties recently. Perhaps she simply needed a break, which is completely understandable.

Nonetheless, we should not tolerate such behavior, right? The majority of these fan communities are filled with remarkable individuals, like the incredible fans of The Owl House. I hope that if anyone witnesses a similar situation involving myself, Sarah Nicole, or anyone else facing backlash for advocating the removal of our AI voice, they would come forward and firmly state, "No, this is unacceptable. Bullying should not be allowed, as this is a profoundly important matter."

I hope that I don't know how it will work out, but the only thing I hope for is to overcome my fear. However, I don't think that will actually happen.

Cissy Jones: I have hope because a company approached me after NAVA published our framework on how we want to integrate with AI. They asked if I would assist in building a company based on these principles, and I agreed. I made it clear that if they disagreed with any of my suggestions, I would walk away, and they were completely fine with that.

They have been incredibly supportive in recognizing the significance of our contributions as artists and actors. They have actively worked alongside me to develop a contract that is beneficial to everyone, rather than solely favoring the upper echelons of the company. Although we are still making some final adjustments, our use of artificial intelligence with Voice Over is rooted in an ethical approach that prioritizes the actor. This fills me with hope. For further information, please visit the SAG-AFTRA strike and NAVA's respective websites.

Source: Screen Rant Plus