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Looking Down the Barrel of Artificial Intelligence:
You Better Recognize!
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By Rudy Gaskins, November 11, 2024
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In recent years, the rapid advancement of technology has brought both incredible opportunities and profound challenges to various industries, including entertainment. Central to the current discourse are the concerns, strikes, and political battles involving SAG-AFTRA (Screen Actors Guild – American Federation of Television and Radio Artists) and other organizations working to establish safeguards for voice actors and other professionals. The emergence of artificial intelligence (AI) and sophisticated digital technologies has intensified the urgency of these discussions, as the line between innovation and exploitation blurs.
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Current Struggles and Strikes
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SAG-AFTRA, the union representing a wide array of actors, broadcasters, and performers, has been at the forefront of fighting for the rights of voice actors and other creative professionals. Recent strikes and negotiations have highlighted the primary concerns these professionals face: the unauthorized use of their voices, images, or creations without proper compensation or even their knowledge. AI technologies are now capable of mimicking human voices with stunning accuracy, raising fears about the potential for exploitation.
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“The fear isn’t just about losing jobs—it’s about losing control of one’s identity and creative output,” said Duncan Crabtree-Ireland, SAG-AFTRA’s National Executive Director. These concerns have propelled union-led strikes and mobilized political support to push for legislation that clearly delineates the ethical boundaries of AI use in creative fields.
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One key battle has been the push for contracts and policies that ensure artists retain rights to their work and receive fair compensation when their likeness or voice is used. The union’s efforts have resonated across industries where workers are grappling with the same issues. Writers, musicians, and visual artists have all faced similar challenges as AI tools become capable of producing work that rivals human creativity.
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Technological Evolution and Its Impact on Human Jobs
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The struggle to safeguard human contributions in the face of technological evolution is not new. The Industrial Revolution marked one of the first major shifts in labor dynamics, as machines began to replace manual labor. The automation boom of the 20th century led to similar fears among factory workers. Now, the digital age—with its AI-driven tools and innovations—has brought this age-old battle to professions that once seemed immune, including creative and intellectual labor.
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“Throughout history, every technological leap has been met with both excitement and apprehension,” said Dr. Shoshana Zuboff, author of The Age of Surveillance Capitalism. “The challenge is ensuring that technology serves humanity, rather than humanity being subjugated to technology.” In the context of voice acting, this concern translates into protecting the essence of what makes human artistry irreplaceable: emotion, nuance, and authenticity.
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The rapid proliferation of voice cloning and AI-generated content has already led to unsettling instances where actors’ voices were used without their permission. In response, organizations like SAG-AFTRA have advocated for stricter regulations and robust contractual language that prevents such exploitation. The goal is not to stifle technological progress but to create a framework where innovation coexists with respect for human contribution and labor.
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The Fight for Ethical and Moral Standards
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A significant part of the current conversation involves setting a moral standard that society agrees upon—a collective commitment to ensuring that jobs and roles traditionally held by humans are not entirely replaced by machines. The aim is to establish principles where technology is used ethically, enhancing human work rather than undermining it.
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“We need to embrace technology as a partner, not a replacement,” argues futurist Gerd Leonhard in his book Technology vs. Humanity. “The question we must ask ourselves is not how to stop progress, but how to guide it in a way that upholds human dignity.” This perspective is echoed by various labor and advocacy groups who stress the importance of incorporating human oversight and control into AI-driven processes.
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One notable effort has been the push for transparency laws that require companies to disclose when and how AI-generated voices or likenesses are used. This movement seeks to create a baseline of accountability, ensuring that individuals are not blindsided by the unauthorized use of their work. Moreover, policies that mandate consent and compensation when human voices are used in training AI models are being debated in legislative circles.
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A Heartfelt Perspective and a Way Forward
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It’s easy to understand why people are fearful. The idea of being replaced or rendered obsolete is unsettling, especially in fields that are deeply personal and rooted in human expression. However, the path forward does not need to be one of fear. Instead, it can be a journey of adaptation, advocacy, and celebration of what humans uniquely bring to the table.
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One hopeful approach is to champion the aspects of human creativity that AI cannot replicate. Voice actors, for example, can lean into the emotional depth, improvisational skills, and subtle intonations that machines struggle to authentically produce. Education and training can focus on helping professionals develop these irreplaceable qualities, making their work stand out even in a technologically advanced landscape.
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Building coalitions across creative industries and engaging policymakers can help reinforce a future where AI serves as a tool rather than a threat. By promoting ethical standards and continuing to advocate for fair regulations, professionals can protect their contributions and secure their place in an evolving world.
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In conclusion, while the battle between human labor and technological progress is not new, it is reaching new heights with the rise of AI in creative fields. Through unity, advocacy, and a commitment to safeguarding the human spirit, we can navigate this transition in a way that respects both progress and the irreplaceable essence of human creativity. As Dr. Zuboff reminds us, “It’s up to us to make sure the future we create is one in which technology is a servant, not a master.”
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Rudy Gaskins is the CEO and co-founder of the Society of Voice Arts and Sciences (SOVAS), a nonprofit organization dedicated to supporting the global community of voice actors and the professionals who contribute to the voice acting industry. He co-created That’s Voiceover!™ Career Expo and the Voice Arts® Awards. Rudy is an Emmy Award-winning TV producer and documentary filmmaker, with a career spanning PBS, ABC News, NBC Sports, Court TV, and Food Network. His natural talent for advertising led him to become Vice President of Creative Services at Court TV, after which he founded Push Creative Advertising, offering branding services for major global brands such as American Express, Lexus, NBC Sports, Delta Air Lines, Costco, Food Network, BET, and TV One. He has received numerous awards across the media spectrum, including multiple Telly and Promax awards. Under his leadership, SOVAS has been honored with Special Congressional Recognition from the United States Congress, a Certificate of Merit from the New York State Assembly, and a City Council Citation from The Council of the City of New York.
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From Society of Voice Arts and Sciences:
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From Society of Voice Arts and Sciences:
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