SAG-AFTRA's Crabtree-Ireland Makes Snappy Remark Explaining Deal With Narrativ
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Currently, SAG-AFTRA is striking against select video game companies, with the primary concern being the ethical use of AI. At the same time, the union also made a deal with AI startup Narrativ “for audio voice replicas in digital advertising” that SAG-AFTRA hopes will set “a new standard” for ethical AI use in this field, as reported by Variety. The deal was already controversial, but a clip in a since-deleted X post from a podcast released by the actors’ union featuring executive director and chief negotiator Duncan Crabtree-Ireland added more fuel to the fire.
In the clip, Crabtree-Ireland stated that while AI protections are crucial, he states that what is often overlooked is that union members would withhold their services from these avenues, and as such, “does also mean that our workers aren’t working in those areas.” The statement that caught the ire of plenty of talent on X was the following:
"And so to have the ability to have these protections in place, but to also, if a member wants to really be active in this space and help make sure that this space is not dominated by you know, non-union performances, frankly, probably of lesser quality, but nonetheless, that would be a loss of opportunity for our members.”
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Many took the executive director’s comments to be demeaning towards non-union actors, saying that they were “lesser quality” and perhaps implying that it would be better for AI replicas of SAG-AFTRA members to take those jobs. Several non-union actors took offense, especially to the “lesser quality” comment, and stated that membership to a union is not an indication of talent but rather access to opportunity and being able to afford union dues.
Voice actor Clifford Chapin (known for Bakugo in My Hero Academia) even made a thread as to why some may either choose to remain non-union or are unable to join.
Others also pointed out that this was not the first time the union had made comments regarding non-union talent, referencing a magazine advertisement from 2017.
The deal and the clip were both PR disasters for the union. While the union has not backed out of its deal with Narrativ, it did delete Crabtree-Ireland’s clip, and he posted an apology on his personal X account.
However, the post fell on deaf ears, with many seeing it as him doubling down on his “lesser quality” comment.
Many are also skeptical of the deal itself, saying it will take jobs away from up-and-coming talent. Some, however, don’t see it this way, including the current voice of Porky Pig, Bob Bergen.
He also came to Crabtree-Ireland’s defense, claiming he wasn’t calling non-union talent less talented but rather that non-union contracts have no AI protections, which others countered with by stating that several of their non-union contracts had AI protections. This deal is controversial, to the point that voice talent Steve Landes started a petition against it.
Regardless of all the controversy, others have encouraged non-union actors to still stand in solidarity with the union during the video game strike, stating this to be a crucial time to ensure protections against AI, many still support the strike, but it appears that there is a disconnect between the wishes of the higher-ups and the rank and file members.
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