Japan Actors Union announces guidelines addressing unauthorised use of generative AI to replicate voice performances

The Japan Actors Union announced new guidelines requiring prior consent at "every stage" of generative AI use, including before training models on an actor's performance, and treating any AI-replicated performance as a new performance that requires additional royalties or compensation. For deceased actors, generative AI may replicate their voice only if permission was granted during their lifetime, with consent also required from the family and affiliated agency or company plus royalty payments; AI automatic translation must preserve the original performance's "artistic integrity" and cannot be used overseas without permission. The union said it will push to establish the guidelines as industry-wide rules and lobby the government to legislate protections for "voice rights," stating that "technological advancements will not stop, but the 'living, breathing human expression' and 'respect for rights' must always remain at its core.

Japan Actors Union announces guidelines addressing unauthorised use of generative AI to replicate voice performances "Technological advancements will not stop, but the 'living, breathing human expression' and 'respect for rights' must always remain at its core" The Japan Actors Union has announced new guidelines to address the unauthorised use of generative AI to replicate voice performances. As Automaton https://automaton-media.com/en/news/japan-actors-union-reveals-new-guidelines-to-combat-unauthorized-ai-voice-cloning-including-strict-ban-on-copying-voices-of-deceased-seiyuu/ reports, the union's framework recommends obtaining prior consent at "every stage" of using generative AI, including before training models on an actor's performance. If generative AI replicates a performance, it must be treated as a new performance, requiring additional royalties or compensation for the actors involved. For deceased actors, generative AI may replicate their voice only if permission was granted during their lifetime. Developers or AI companies must also obtain consent from the deceased's family and affiliated agency or company, and pay royalties. The union's guidance also covers automatic translations by generative AI into another language. If used, it must maintain the "artistic integrity" of the original performance and cannot be used overseas without permission. "The Japan Actors Union will strive to not just establish these guidelines as industry-wide rules, but also strengthen its efforts to encourage the government to legislate regulations that protect 'voice rights'," the union said. "Technological advancements will not stop, but the 'living, breathing human expression' and 'respect for rights' must always remain at its core." Last year, research showed that over half of Japanese developers use generative AI https://www.gamesindustry.biz/51-of-japanese-game-makers-use-generative-ai in game development, primarily for creating visual assets, images, character art, story generation, in-game text, and programming support. In 2023, SAG-AFTRA members voted to authorise a strike against several major publishers to protect performers from AI https://www.gamesindustry.biz/sag-aftra-members-authorise-video-game-strike and ensure job security. After an 11-month strike, members voted in favour of the 2025 SAG-AFTRA Interactive Media Video Game Agreement, https://www.gamesindustry.biz/sag-aftra-members-vote-in-favour-of-agreement-strike-officially-ends which included safety guardrails around AI being put in place, including "consent and disclosure requirements for AI digital replica use and the ability for performers to suspend consent for the generation of new material during a strike." Yesterday, UKIE announced a partnership with law firm Sheridans to offer an AI Compliance and Accreditation Service, supporting https://www.gamesindustry.biz/ukie-partners-with-sheridans-on-ai-compliance-and-accreditation-service-to-guide-uk-studios-in-using-ai-lawfully-and-responsibly UK studios in using AI lawfully and responsibly.