Hollywood Union Strikes Deal For Advertisers To Replicate Actors’ Voices With AI

The SAG-AFTRA actors’ union has struck a deal with online talent marketplace Narrativ, allowing actors to sell advertisers the rights to replicate their voices using AI. “Not all members will be interested in taking advantage of the opportunities that licensing their digital voice replicas might offer, and that’s understandable,” SAG-AFTRA official Duncan Crabtree-Ireland said in a statement. “But for those who do, you now have a safe option.” Reuters reports: Narrativ connects advertisers and ad agencies with actors to create audio ads using AI. Under the deal, an actor can set the price for an advertiser to digitally replicate their voice, provided it at least equals the SAG-AFTRA minimum pay for audio commercials. Brands must obtain consent from performers for each ad that uses the digital voice replica. The union hailed the pact with Narrativ as setting a standard for the ethical use of AI-generated voice replicas in advertising.