SAG-AFTRA, OpenAI, Bryan Cranston, United Talent Agency, Creative Artists Agency and Association of Talent Agents jointly released the following statement regarding the productive collaboration on ensuring voice and likeness protections in Sora 2.
Actor Bryan Cranston’s voice and likeness were able to be generated in some outputs without consent or compensation when OpenAI’s Sora 2 was initially launched in an invite-only release two weeks ago. While from the start it was OpenAI’s policy to require opt-in for the use of voice and likeness, OpenAI expressed regret for these unintentional generations. OpenAI has strengthened guardrails around replication of voice and likeness when individuals do not opt-in.
Cranston, who brought the issue to the attention of SAG-AFTRA, said, “I was deeply concerned not just for myself, but for all performers whose work and identity can be misused in this way. I am grateful to OpenAI for its policy and for improving its guardrails, and hope that they and all of the companies involved in this work, respect our personal and professional right to manage replication of our voice and likeness.”
OpenAI has an opt-in policy for uses of an individual’s voice or likeness in Sora 2. All artists, performers, and individuals will have the right to determine how and whether they can be simulated. This policy reflects the company’s commitment to artist rights, transparency, and the ethical deployment of generative technology. It has also committed to responding expeditiously to any complaints it may receive.
The NO FAKES Act
This new framework aligns with the principles embodied in the NO FAKES Act, pending federal legislation designed to protect performers and the public from unauthorized digital replication. OpenAI, SAG-AFTRA, Bryan Cranston and his representatives at United Talent Agency, the Association of Talent Agents and Creative Artists Agency share a strong, unified position in favor of the NO FAKES Act and endorse its goal of establishing a national standard that ensures performers’ voices and likenesses cannot be used without permission. Together, we believe consent and compensation are the foundation of a sustainable and ethical creative ecosystem for entertainment and tech.
SAG-AFTRA President Sean Astin said, “Bryan Cranston is one of countless performers whose voice and likeness are in danger of massive misappropriation by replication technology. Bryan did the right thing by communicating with his union and his professional representatives to have the matter addressed. This particular case has a positive resolution. I’m glad that OpenAI has committed to using an opt-in protocol, where all artists have the ability to choose whether they wish to participate in the exploitation of their voice and likeness using A.I. This policy must be durable and I thank all of the stakeholders, including OpenAI for working together to have the appropriate protections enshrined in law. Simply put, opt-in protocols are the only way to do business and the NO FAKES Act will make us safer.”
“OpenAI is deeply committed to protecting performers from the misappropriation of their voice and likeness. We were an early supporter of the NO FAKES Act when it was introduced last year, and will always stand behind the rights of performers,” said Sam Altman, CEO, OpenAI.
About SAG-AFTRA
SAG-AFTRA represents approximately 160,000 actors, announcers, broadcast journalists, dancers, DJs, news writers, news editors, program hosts, puppeteers, recording artists, singers, stunt performers, voiceover artists and other entertainment and media professionals. SAG-AFTRA members are the faces and voices that entertain and inform America and the world. A proud affiliate of the AFL-CIO, SAG-AFTRA has national offices in Los Angeles and New York and local offices nationwide representing members working together to secure the strongest protections for entertainment and media artists into the 21st century and beyond. Visit SAG-AFTRA online at SAGAFTRA.org.
