The union of Hollywood actors SAG-AFTRA, announced on Wednesday (14) an agreement with the online talent marketplace Narrativ that allows actors to sell to advertisers their rights to replicate their voices with artificial intelligence .
As performers fear that AI will make it common for their likenesses to be stolen, the new agreement aims to ensure that actors can earn income from the technology and have control over how and when their voice replicas are used.
“Not all members will be interested in taking advantage of the opportunities that licensing their digital voice replicas can offer, and that’s understandable,” Duncan Crabtree-Ireland, a SAG-AFTRA official, said in a statement. “But for those who do, you now have a safe option.”
THE Narrative connects advertisers and advertising agencies with actors to create audio ads using AI.
Under the terms of the agreement, an actor can set a price for an advertiser to digitally replicate his or her voice, as long as it is at least equal to SAG-AFTRA’s floor for audio commercials. The brands must obtain the consent of the artists for each advertisement that uses the digital replica of the voice.
The union praised the pact with Narrativ for setting a standard for the ethical use of AI-generated voice replicas in advertising. The actress Scarlett Johansson drew attention to the dangers earlier this year when accused OpenAI of copying his voice for your conversational AI system.
Technology was also a central issue in last year’s Hollywood strike, the first simultaneous strike in 63 years of actors and writers .
You Video game voice actors and motion capture artists called a strike last month over the failure of labor contract negotiations focused on AI-related protections for workers.
The legislation called NO FAKES Act has been introduced in Congress and would give every person the right to their own voice and likeness, making it illegal to copy AI without permission. SAG-AFTRA, the Motion Picture Association, The Recording Academy and Disney support the bill.
The proliferation of so-called deepfakes, which are highly realistic videos generated by AI trained on real voices and images, and their role in manipulating public opinion have also generated alarm around the world.
Source: CNN Brasil

I’m Robert Neff, a professional writer and editor. I specialize in the entertainment section, providing up-to-date coverage on the latest developments in film, television and music. My work has been featured on World Stock Market and other prominent publications.