SAG-AFTRA and Narrativ Announce New Agreement

SAG-AFTRA members who wish to license their digital voice replica for use in digital audio advertising now have the option to work with Narrativ — an online marketplace where brands can create audio ads using artificial intelligence. SAG-AFTRA, the union representing 160,000 media artists, and Narrativ negotiated and reached an agreement concerning the union’s informed consent and compensation requirements, along with other crucial A.I. guardrails.

“Not all members will be interested in taking advantage of the opportunities that licensing their digital voice replicas might offer, and that’s understandable. But for those who do, you now have a safe option,” said SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland. “Narrativ has agreed to our terms, and its platform is an excellent example of how A.I. can be ethically used, by putting compensation, informed consent and control in the hands of individual performers.”

With this collaboration, approved by the members of both the SAG-AFTRA Commercials Contracts Standing Committee and the National Executive Committee, SAG-AFTRA and Narrativ are setting a new standard for the ethical use of A.I.-generated voice replicas in digital advertising.

“This is a new frontier for digital advertising. A.I. makes the dream of every marketer possible — it gives them the tools to deliver the right message, using a voice that will resonate with the right person, at the right place and time,” said Narrativ co-founder Ben Gottdiener. “Ethical A.I. use doesn't invalidate that vision. It strengthens it. By ensuring that every person involved in the creation of that message is informed about what it contains, consents to its use and is compensated fairly, we make that vision sustainable, repeatable and real."

Here’s how it works: Narrativ is an online platform that connects advertisers and ad agencies with talent to create digital audio commercials via A.I. technology. Performers who sign up can specify their ad preferences broadly, ensuring their personal brand integrity is preserved. A performer sets their own price for the use of their digital voice replica, provided it meets or exceeds the minimums in the SAG-AFTRA Audio Commercials Contract. This structure ensures fair compensation and transparency. Brands must secure consent from performers for every use of their digital voice replica in an ad.

New Income Opportunities
Once a performer sets their ad preferences and pricing, they simply need to approve or deny inbound requests to use their digital voice replica. Producers can review performers’ profiles and listen to their voice samples in order to find talent they are interested in engaging. When offering an engagement to a performer, a producer must identify the product or service that is being promoted in the commercial they are creating and provide the draft audio advertisement. If an advertiser does not align with the performer’s preferences, or they don’t like the copy, they can easily deny the request. This streamlined process allows performers to generate income while maintaining full control over their brand and likeness. If a performer thinks a campaign warrants a higher payment than their advertised rate, they always have the opportunity to require more compensation for the campaign.

Contributing to Pension and Health Plans
For every ad generated on Narrativ that includes a SAG-AFTRA performer, contributions are made to the union’s Health and Retirement plans. In addition to helping participating performers qualify for benefits, this new revenue stream will also support the long term financial security of the plans.

A New Era in Ethical A.I. Use
By working together, SAG-AFTRA and Narrativ are ensuring that the rights and interests of talent are prioritized and protected. This collaboration not only offers a novel revenue model for individuals in the digital age but also equips advertisers with the tools needed for more efficient, impactful, and customizable ad campaigns. Members will have the opportunity to ask questions and learn more during SAG-AFTRA’s Instagram Live at 3:30 p.m. PT/6:30 p.m. ET on Wednesday, Aug. 21, 2024. Visit narrativ.ai to learn more.

For more information, please see our FAQs. If you have additional questions, email us directly at narrativ@sagaftra.org.

About SAG-AFTRA

SAG-AFTRA represents approximately 160,000 actors, announcers, broadcast journalists, dancers, DJs, news writers, news editors, program hosts, puppeteers, recording artists, singers, stunt performers, voiceover artists and other entertainment and media professionals. SAG-AFTRA members are the faces and voices that entertain and inform America and the world. A proud affiliate of the AFL-CIO, SAG-AFTRA has national offices in Los Angeles and New York and local offices nationwide representing members working together to secure the strongest protections for entertainment and media artists into the 21st century and beyond. Visit SAG-AFTRA online at SAGAFTRA.org.