SAG-AFTRA Partners with Ethovox to Develop Ethical Voice AI Model

SAG-AFTRA has announced a new partnership with the AI company Ethovox to create a foundational voice model intended for use in digital replicas. According to SAG-AFTRA, the contract sets a new standard for voice actor compensation in AI, requiring not only session fees but also ongoing revenue sharing as long as the voice model is in use. The agreement also includes a commitment to diversity and inclusion in the voice samples contributed by union members.

Compensation and Consent for Voice Actors in AI

The voice model developed under this agreement is foundational rather than user-facing, meaning the individual voices will not be identifiable in generated speech. Ethovox CEO Cissy Jones highlighted the company’s commitment to ethical AI development: “Ethovox is the only voice AI company owned and managed by voice actors, and we are pleased to be partnering with SAG-AFTRA on building a foundational voice AI model that prioritizes the interests of voice actors. A.I. should be a choice.” Jones emphasized that Ethovox has actively engaged with the voice actor community to ensure artists maintain consent and control over their voice data.

SAG-AFTRA’s Ongoing Collaboration with AI Companies

This partnership with Ethovox is one of several SAG-AFTRA has established with AI companies. Earlier agreements include a deal with Narrativ, enabling members to license digital voice replicas for audio ads, and an agreement with Replica Studios allowing the use of digital voice replicas in video games. SAG-AFTRA National Executive Director Duncan Crabtree-Ireland stated that the union’s goal is to protect its members as AI technology advances, pushing for agreements that guarantee both informed consent and fair compensation.

Broader Advocacy for Ethical AI in Entertainment

Beyond partnerships, SAG-AFTRA has also advocated for AI-related legislation to establish protections for performers. The union supports various state and federal AI bills, aiming to prevent misuse and ensure AI-generated content respects performers’ rights. Recently, however, SAG-AFTRA’s negotiations on a new Interactive Media Agreement stalled due to disagreements over AI provisions with several major video game developers.

Crabtree-Ireland praised the Ethovox agreement as a model for ethical AI use in entertainment, stating, “Not everyone will want to work with an A.I. company, and that’s understandable. But for those who intend to utilize the opportunities A.I. offers, it’s important that agreements require companies to secure informed consent, and provide fair compensation.”

Looking Ahead

SAG-AFTRA’s collaboration with Ethovox may pave the way for industry-wide ethical standards in AI voice replication. By securing protections and compensation for artists contributing to AI technology, the union is actively shaping how AI will be used within entertainment. As the industry navigates this new era, SAG-AFTRA’s partnerships and legislative support may provide a blueprint for balancing innovation with performer rights.