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Games likeCall of Dutyare having a hard time keeping up in the market and now video game companies are likely to face a potential backlash from SAG-AFTRA actors. The world already witnessed the repercussions the last time writers from the guildwent on strike.
Last year’s strike was the biggest in SAG-AFTRA history. Its combined impact with the WGA was devastating to the film and television industries, affecting 45,000 jobs and causing over $6 billion in losses to the Southern Californian economy. It was considered the biggest interruption since COVID-19 hit the world.
Call of Duty Has Been Through Much Trouble Already, Now This
While speaking at SXSW in Austin, Texas, SAG-AFTRA National Executive Director Duncan Crabtree-Ireland raised concerns over AI-generated content in the entertainment industry. He indicated a potential strike from the union against video game companies in the upcoming weeks. He told American business magazine Fast Company,
50-50, or more likely than that we will go on strike in the next four to six weeks because of our inability to get past these issues.
Around 98 percent of members were in favor of a strike against gaming giants, including Activision, Take Two, Epic Games, and more. Crabtree-Ireland also acknowledged that some want an outright ban on union-covered productions.
During the@ilo’s Governing Body meeting, SAG-AFTRA NED & Chief Negotiator@DuncanCIspeaks to the assembled governments & employers. He urged them to enact policies that respect creative rights & the principles of informed consent & fair compensation with respect to A.I.pic.twitter.com/Sc4LWpLXvH
— SAG-AFTRA (@sagaftra)July 23, 2025
It’s not like they hate AI; it’s just the abusive and exploitative use they are concerned about, according to Crabtree-Ireland. “Our main focus is making sure that [any] replication happens with informed consent and fair compensation,” he said.
“Last, Best, and Final Offer”: SAG-AFTRA Still Mulling Over Final Deal by Disney and Other Studios After Whopping 114 Days of Strike That Brought Down Hollywood
The concerns were raised following the SAG-AFTRA’s agreement with Replica Studios, an AI company. According to the deal, it will allow the latter to access union member’s work to create AI-generated voices. However, it left them on pins and needles, given the traditional threat of technology replacing humans.
Overall, this could lead to many huge games getting delayed, which would be quite detrimental to a franchise likeCall of Duty, which is already struggling quite a bit in the eyes of gamers.
It Is for Us to Decide, a Boon or a Curse
The fear of AI taking over tasks and killing jobs has been around for a while now. However, the content generated from artificial intelligence is nowhere near perfection. A recent example of this isMarvel’s Secret Invasion,which used AI for the end creditsfor its episodes. Even before the news broke, viewers knew it was AI.
However, its integration in video games isn’t as bad. Games likeRobloxare already exploring the technologyfor their world creation. Interestingly, it’s not something sinister to the people working in the organization, as it is focused on helping users create better things in the game.
“Strike was waste of time?”: SAG-AFTRA Signs Upsetting Deal With Replica That Has Left Fans Convinced That Money Has Finally Won
AI’s use for production can be a helping hand if used responsibly. From writing to designing, it’s abusive use isn’t hidden from the netizens. Is it a boon or a curse, it will depend on how we choose to get along with it.
What is your opinion on responsible AI? Tell us in the comments.
Anurag Batham
Gaming Journalist
Articles Published :425
Anurag Batham is a video games correspondent at FandomWire. With over two years of experience in writing for different industries, his past works show his passion for the metaverse and his awareness of the environment. He’s always playing with ideas to turn them into captivating stories.A gaming enthusiast who can prove it when you have a round of Call of Duty (COD) with him. And it may take more than a coffee with him if you are to talk to him about Marvel. One can find a reader in him who’s always keen to perfect what he already knows and to learn everything new.
