SAG-AFTRA and Narrativ Set New Ethical Standards for AI Voice Technology
In a groundbreaking move, SAG-AFTRA, the union representing over 160,000 media professionals, has struck a deal with Narrativ, an AI startup based in New York. This agreement promises to revolutionize the way digital advertising utilizes AI-generated voice replicas by setting new ethical standards for informed consent and fair compensation. This partnership highlights the growing importance of regulating AI technologies in creative industries, ensuring that human artistry and talent remain at the forefront.
Narrativ's Marketplace: A New Opportunity for Performers
Narrativ, founded in 2022, operates an online marketplace that provides tools for advertisers to create audio spots using AI. Through the new agreement with SAG-AFTRA, union members can now join a database that connects their voices with potential advertisers. This platform allows performers to negotiate their fees on a project-by-project basis, with the assurance that their compensation will not fall below SAG-AFTRA's minimum rates as outlined in the union's most recent commercials contract.
One of the most significant aspects of this deal is the emphasis on informed consent. Narrativ has agreed to comply with SAG-AFTRA's stringent requirements, ensuring that performers have full control over how their digital voice replicas are used. This includes the ability to set personal preferences and approve each project before their voice is utilized. This level of control and transparency is a major step forward in protecting performers in the age of AI.
Setting a New Standard for Ethical AI Use
The agreement between SAG-AFTRA and Narrativ is more than just a business deal; it represents a new standard for the ethical use of AI in digital advertising. Duncan Crabtree-Ireland, SAG-AFTRA's national executive director and chief negotiator, highlighted that this partnership offers a safe and ethical option for members who wish to license their digital voice replicas. He emphasized that not all members may be interested, but for those who are, this agreement ensures they can do so with confidence.
The union's National Executive Committee has approved this deal, reinforcing its importance. By ensuring that every ad created via the Narrativ platform generates pension and health contributions for performers, the structure of this partnership guarantees fair compensation and transparency. Moreover, brands are required to secure consent from performers for every use of their digital voice replica, providing an added layer of protection for the artists involved.
The Broader Implications for the AI Industry
The Narrativ-SAG-AFTRA deal has been met with significant interest from the broader AI technology sector. Alex Persky-Stern, CEO of Waymark, a company that uses AI to create affordable ads for local TV stations, described the agreement as a “watershed moment” for the industry. He praised the deal for putting human talent at the center of AI-driven creativity, ensuring that performers have full control over their digital voice replicas. This model of consent and transparency is seen as a blueprint for how AI should be utilized in creative fields—enhancing, not replacing, human artistry.
Ben Gottdiener, co-founder of Narrativ, echoed these sentiments, emphasizing that ethical AI use strengthens the vision of AI in digital advertising. By ensuring that all parties involved are informed, consenting, and fairly compensated, the partnership makes the use of AI sustainable and repeatable, aligning with the long-term goals of both the technology and creative industries.
The Future of AI and Creative Industries
This deal marks a significant milestone in the ongoing conversation about the role of AI in creative industries. As AI technologies continue to evolve, the need for clear ethical guidelines and regulations becomes increasingly crucial. SAG-AFTRA's proactive approach in securing this deal with Narrativ sets a precedent for how AI should be governed, particularly in terms of consent and compensation.
Looking ahead, SAG-AFTRA is eager to establish more partnerships with AI firms to cement these standards across the industry. The governance of AI, particularly in relation to copyright and the manipulation of names, likenesses, voices, and images, is expected to be a major focus for the union in the coming years. With AI-related copyright cases on the rise, this partnership could serve as a model for other unions and organizations seeking to protect their members in the digital age.
For those interested in learning more about this groundbreaking deal, SAG-AFTRA officials will be hosting an Instagram Live Q&A session on August 14th at 3 p.m. PT. This session will provide an opportunity for union members to ask questions and gain a deeper understanding of how this partnership with Narrativ can benefit them.
In conclusion, the SAG-AFTRA and Narrativ agreement is a pivotal moment in the intersection of AI technology and creative industries. By setting new standards for ethical AI use, this partnership not only protects performers but also ensures that the future of digital advertising is both innovative and respectful of human talent.
