Japan Actors Union announces guidelines addressing unauthorised use of generative AI to replicate voice performances
“Technology will keep advancing, but ‘real human expression’ and ‘respect for rights’ must always remain at the heart of it.”
The Japan Actors Union has announced new guidelines to address the use of generative AI to copy actors' voices and performances without permission.
According to Automaton, the guidelines recommend getting permission before using generative AI at “every stage” of the process. This includes getting permission before training AI models on an actor's performance.
If generative AI copies an actor's performance, it must be treated as a new performance. The actors involved must receive extra royalties or other payment.
AI may copy the voice of a deceased actor only if the actor gave permission while they were alive. Developers or AI companies must also get permission from the actor's family and the agency or company they worked with, and pay royalties.
The guidelines also cover the use of generative AI to automatically translate performances into other languages. These translations must preserve the “artistic integrity” of the original performance. They cannot be used overseas without permission.
“The Japan Actors Union will work to make these guidelines rules for the whole industry. It will also step up efforts to encourage the government to pass laws that protect ‘voice rights’,” the union said.
“Technology will keep advancing, but ‘real human expression’ and ‘respect for rights’ must always remain at the heart of it.”
Last year, research found that more than half of Japanese game developers use generative AI in game development. They mainly use it to create visual assets, images, character art, stories, in-game text, and help with programming.
In 2023, members of SAG-AFTRA voted to approve a strike against several major publishers to protect performers from AI and help secure their jobs.
After an 11-month strike, members voted to accept the 2025 SAG-AFTRA Interactive Media Video Game Agreement. The agreement included protections for performers when AI is used. These included rules requiring consent and disclosure when AI creates digital copies of performers, as well as allowing performers to withdraw permission to create new material during a strike.
Yesterday, UKIE announced a partnership with law firm Sheridans to provide an AI Compliance and Accreditation Service. The service will help UK game studios use AI in ways that follow the law and treat people responsibly.