A Step Forward? How the SAG-AFTRA agreement is a win for actors, AI, and the world

Alex Persky-Stern, CEO @ Waymark

For the past few years, we've witnessed rising anxiety among actors and other creative professionals about AI (generative AI in particular) replacing them. This fear has fueled a steady stream of debate, contributed to widespread strikes, and created a palpable tension in the industry.

In the middle of all of this - it's encouraging to see SAG-AFTRA and Narrativ strike a deal that appears to value and protect human creators while also providing great value and opportunity for marketers.

One of the most empowering aspects of this agreement is how it puts consent and control firmly in the hands of the actors. Performers can choose to opt in or not, set their own rates, and must approve every use of their digital voice replica. This level of agency is crucial in an industry where actors often fear losing control over their likenesses and output. The SAG-AFTRA agreement gives them the power to shape their own careers in the digital age.

At Waymark, we've always advocated for a 'humans at the helm' approach to AI in the creative world. This means using AI to enhance human creativity rather than cannibalize it. The SAG-AFTRA deal seems to align with this philosophy, which is encouraging.

The agreement acknowledges voice actors' irreplaceability by allowing them to opt in and maintain control over their digital replicas. It suggests a future where AI can coexist with and support human work rather than supplant it. Marketers stand to gain as well—they get access to efficient, AI-powered tools without sacrificing the authentic human touch that resonates with audiences.

This deal offers a promising template for future moves. On the actors’ side, it opens new monetization opportunities for actors and even contributes to health and retirement plans to provide longer-term security. On the marketers’ side, it lets brands without access to pro-voice actors make top-notch content quickly and at scale.

While it’s just a beginning, it’s a critical step: a high-profile example of how human creatives can collaborate with the growing AI industry. That’s not just good news for those making the deal — it’s a good sign for the rest of the world that does not want all human creativity to be mechanized.

By keeping the human creators at the center of these talks, we can better shape a path where AI and human talent can thrive together. If we get this right, it could be a win for actors, a win for marketers, and ultimately, a win for audiences everywhere who want to see human creativity continue to take center stage in our increasingly digital world.

Alex Persky-Stern has been the CEO of Waymark since June 2022. He leads the company’s efforts to leverage generative AI to make video creative available to everyone. He initially served as Waymark’s Chief Operating Officer in 2017 and then moved to a role as Chief Product Officer.

Before Waymark, Alex was the Director of Operations at SocialProof Marketing, an end-to-end, word-of-mouth marketing platform that drives sales and builds engagement. As a tech enthusiast, AI evangelist, and entrepreneur, Alex always seeks to leverage the latest technological advancement to solve real business problems in the rapidly changing media industry. Alex is a Venture for America Fellow with a BA in Arts and Economics from Wesleyan University.