SAG-AFTRA members in the video game industry are set to strike against major gaming companies, including Activision and Electronic Arts, starting July 26 after failing to reach an agreement in over 18 months of negotiations. The core issue revolves around the lack of protections against the misuse of artificial intelligence, with union officials expressing concerns that companies could exploit AI to replicate actors' voices and likenesses without consent or fair compensation. SAG-AFTRA President Fran Drescher emphasized that the union will not accept contracts that allow for the 'abuse' of AI, stating that members demand the same protections as performers in other entertainment sectors. The strike is a continuation of labor actions within the entertainment industry, following last year's writers' strike. Union negotiators claim progress was made on other issues, but the inability to secure clear AI protections has led to the strike decision. The move highlights increasing tensions between creative professionals and the gaming industry regarding the ethical use of technology.