Hollywood unions OK AI-cloned voices in commercials

Hollywood actors’ union SAG-AFTRA said it has signed an agreement with talent marketplace Narrativ to let advertisers buy the rights from actors to recreate their voices using AI.

According to Reuters, the agreement allows the actors themselves to set the price for the digital voice copy, provided that it is at least equivalent to SAG-AFTRA’s minimum wage for audio-based advertising. Brands must also obtain consent from the actor for any ad that uses a digital voice copy.

“It is understandable that not all members will be interested in taking advantage of the opportunities that licensing their digital voice copies can offer. But for those who want to, you now have a safe alternative,” SAG-AFTRA official Duncan Crabtree-Ireland said in a statement.