At 12:01 am PDT (UTC-7) on July 26, 2024, the US labor union SAG-AFTRA (Screen Actors Guild – American Federation of Television and Radio Artists) initiated a labor strike against all video game companies signed to the Interactive Media Agreement.[2][3] The strike had been authorized in September 2023.[4][5][6] The strike started after a year and a half of negotiations which failed to result in a protection agreement from the use of artificial intelligence for all performers covered by the Interactive Media Agreement.[2] In addition to video game performers, there were concerns about companies having the ability to train A.I. to replicate an actor’s voice, or create a digital replica of their likeness, without consent or fair compensation.[3]