Amazon Games has said it “regrets the confusion” over CEO Christoph Hartmann’s remarks about voice acting and artificial intelligence that have drawn weighty criticism online, seeking to clarify that it believes generative AI must be used “responsibly” and calling actors “essential creative collaborators.”
Amazon’s statement was in response to a lengthy op-ed by Hartmann, in which he mused about the difficulties games face due to long development cycles and suggested that AI could “streamline processes” and support shorten the time it takes to make games. When asked about his thoughts on the SAG-AFTRA union strike demanding better protections for AI, Hartmann responded in part:
He went on to opine that it could be helpful in localization, before adding that he doesn’t believe any technology can “replace human creativity and uniqueness… There’s always something unique.”
Although Hartmann tried to moderate his comments, they nevertheless drew anger from some quarters. SAG-AFTRA Interactive Media Agreement negotiating committee chair Sarah Elmaleh was among those who criticized Hartmann on X/Twittersaying, “What’s funny about this whole Amazon Games CEO quote is that *I* thought it sounded like an AI wrote his statement. Turns out I was being unfair. To the AI.”
She then gave IGN a lengthy statement on behalf of SAG-AFTRA.
“Games don’t really have acting” is a crazy statement. I’ve dedicated most of my life to performing in games, as have generations of modern performers inspired by the great game performers before them. Tons of fans seek out these performers to tell them how much they connect with these characters through their performances, and how much humanity they bring to them.
I’m an actor and a director, not a CEO. But it seems to me that some of the largest companies in the world that sit down to negotiate with us are not doing it for their health—they’re doing it because they recognize the proven viability of a gaming business model that requires human performance, requires unionized performers. That connection of players and emotional engagement that I’m talking about is worth billions and billions of dollars. Not all games require performance, but doing away with actors entirely could mean significant financial returns or sunk costs for our negotiating partners. But then again, I’m not a sophisticated businessman.
When CEOs speak effectively and accurately for their company, they do so by listening to their employees. Whether it’s game design, localization, programming, acting, whatever — these highly skilled and professional employees understand how and whether AI can be helpful or harmful in their work. And employees should have the right and the means to advocate for the appropriate employ of this tool. That’s what SAG-AFTRA does, which is why I’m proud and grateful to be part of a union for the craft I love, and why I fully support the organizing efforts of developers who similarly deserve a voice in how we implement this technology to best serve this industry, to best serve video games, to best serve our audiences. To that, and to all CEOs, including our own negotiating group — we’re ready to negotiate.
Asked to clarify what Hartmann meant by his comments, and to respond to the fact that games like New World employ voice actors, an Amazon spokesperson told IGN:
We apologize for the confusion these comments have caused. Of course, games developed and published by Amazon Games include actors, whom we consider crucial artistic collaborators, both now and in the future. Like most developers and publishers, we do not employ actors, and Christoph’s comments were specifically about our internal development teams. As with any tool, we believe that generative AI should be used responsibly, and we are carefully exploring how we can employ it to support solve the technical challenges that development teams face.
Generative AI has become a flashpoint among artists, actors, and other creators in the gaming industry, many of whom fear their roles will be diminished or replaced in an already volatile industry. In July, the SAG-AFTRA union went on strike to win stronger AI protections for video game voice actors.
In a follow-up comment in response to Amazon’s statement, Elmaleh said: “If Amazon Games would like to explore how AI can be used responsibly to solve technical challenges in game development as it relates to voice acting, we welcome them to engage in direct dialogue at any time. We have a plan in place.”
Amazon Games, meanwhile, has been trying to expand beyond MMOs, including serving as publisher for Tomb Raider and the recently announced King of Meat. Earlier this week, Amazon Games and Bandai Namco announced that Blue Protocol would no longer be available in the U.S. New World: Aeternum, an updated console version of the game that launched in 2021, is set to launch on October 15.
Kat Bailey is IGN’s news director and also co-host of Nintendo Voice Chat. Have a tip? DM her @the_katbot.
