Due to the strong invasion of AI

Every now and then there will be a wind of strike

The controversy and opposition to AI never stopped

The last general strike in Hollywood is still fresh in my mind

Unexpectedly

This wave of resistance to the AI strike eventually reached the gaming industry......

I don't know if you've noticed, but since the popularity of ChatGPT and Stable Diffusion in 2022, many game studios have begun to announce plans to incorporate generative AI into their games in production. As for AI technology, the application of AI technology in the game industry is also becoming more and more extensive, such as the "Call of Duty" game launched by Activision Blizzard, there are AI-generated skins for players to buy!

Of course, Activision isn't the only company interested in AI, as Riot is experimenting with generative AI internally, and Ubisoft is also starting to invest in generative AI and integrate it into its games! Ubisoft even intends to use AI to "automate a certain amount" within the studio, which sounds like corporate jargon on the imminent layoffs!

Undoubtedly, the large-scale adoption of AI by game industry manufacturers has infringed on the rights and interests of employees to some extent! This caused the Screen Actors Guild of United States to call for a strike on behalf of video game actors, which began at 12:01 a.m. on July 26!

In fact, negotiations on this AI-generated have been going on for nearly 18 months, but they have never been fruitful. This strike mainly involved key staff members such as mocap actors, voice actors, etc. in the game. The purpose of the protest is to get major game development and distribution studios to sign an agreement to protect the likeness and voice of United States screen actors and television and radio artists from being used to train AI models.

Translation: The video game industry generates billions of dollars in profits every year. The driving force behind the success is the creative people who design and create these games. Among them are members of the Screen Actors Guild of United States, who bring memorable and beloved game characters to life, who deserve and demand the same basic protections as film, television, streaming and music performers: fair pay and the right to informed consent so that AI can use their faces, voices, and bodies.

The current list of video game companies that will be affected by the strike includes Activision, Electronic Arts, Insomniac, Take-Two, and WB Games, among others.

Since Take-Two, the publisher of the "GTA 6" series, appears in the above-mentioned list of the Screen Actors Guild and the Television Broadcast Artists Guild of United States, whether "GTA 6" will be affected has become a matter of great concern to the majority of netizens.

A spokesperson for the game's publisher Take-Two confirmed that GTA 6 is not affected, which can be regarded as a relief for the majority of netizens!

In addition, EA's chief executive also said that the strike does not expect any significant short-term impact on the company, and that the strike will only affect games that will start development after September 2023. But he only said that there would be no short-term impact, and it was clear that if this negotiation was not reached quickly, it would have a long-term impact on the company, and that the longer the strike, the greater the impact on the games being developed.

Without the participation of voice actors from the Screen Actors Guild of United States, any game approved by the studio after September 2023 would have to be delayed, which would affect EA's plans for 2026, 2027 and more. So, while there won't be an impact in the short term, the strikes could start to have an impact in the years to come!

Speaking of a series of effects caused by AI, a new study from Washington State University shows that the word "AI" has become a taboo word in the marketing world! Using terms like "AI" or "artificial intelligence" in product descriptions can have a negative impact on sales. What does this mean?

Explain that the AAA game developers mentioned in our article and other companies that are desperately trying to seize the AI trend and try to incorporate this technology into their own products will soon have to reconsider new marketing strategies, otherwise they are likely to face the phenomenon that consumers and players do not buy it, resulting in a decline in the number of sales!! That's the biggest fear of any company!

In fact, this is not the first time that experts have warned about the potential dangers of AI, and recently, Google's AI research team also highlighted that this technology is already having a negative impact on the internet. It illustrates the most common abuse of AI in the real world to manipulate human portraits or falsify evidence to influence public opinion, commit fraud, or make profits.

In short, in the game world, everyone is used to fighting wits and courage with various AI characters, but they did not expect that one day AI will become the "ultimate boss" of the game industry in the real world. However, just as every hero has a special move, the gaming industry also has its wit and resilience. This strike may be just a small episode, but it reminds us that while pursuing technological progress, we must also remember to protect everyone who strives for their dreams. After all, it's always the passionate creators who really make the game come alive~

That's the end of today's article, I would like to ask you what you think about this strike? Let's explore~

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