AI threatens gaming art, warns Ashly Burch

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Horizon voice actress Ashly Burch has responded to last week's leaked AI-generated Aloy video, using the incident to highlight key demands of striking voice actors. The controversy began when an internal Sony demo surfaced showing conversational AI technology using the Horizon protagonist.

The video, since removed, featured Sony Interactive Entertainment engineering director Sharwin Raghoebardajal conversing with an AI-powered Aloy exhibiting stiff facial animations and robotic speech generation. When asked how she was doing, the digital Aloy responded: "Hello, I'm managing alright. Just dealing with a sore throat. How have you been?" - clearly not using Burch's voice performance.

Industry-Wide AI Debate Intensifies

Burch, who has voiced Aloy across all Horizon titles including the upcoming multiplayer game, confirmed Guerrilla Games contacted her to clarify the tech demo doesn't represent active development nor used her performance data. While this likely excludes AI Aloy from future Horizon projects, Burch emphasized that Sony owns the character rights.

The actress expressed concern about "game performance as an art form," pivoting to discuss SAG-AFTRA's ongoing strike seeking AI protections. Despite negotiation progress, key issues remain unresolved regarding consent, compensation and transparency for AI replicas of performers.

"I just imagine a video like this coming out with someone's actual performance attached," Burch said in a TikTok video. "If we lose this fight, that person would have no recourse. No protections. That possibility makes me so sad it hurts my heart."

Burch clarified she wasn't targeting specific companies, stating: "The technology isn't the problem... The problem is we're currently on strike and the bargaining group won't agree to common sense protections." She pointed to existing temporary contracts that offer the requested safeguards.

Broader Industry Impact

The gaming industry's AI adoption continues sparking debate amidst widespread layoffs. While some experiments like Keywords Studios' fully AI-developed game failed, companies like Activision are incorporating generative AI, facing player backlash over "AI slop" content.

The strike's effects are becoming visible, with Destiny 2 and World of Warcraft reportedly featuring unvoiced NPCs in voiced scenes. Recent cases include Zenless Zone Zero voice actors discovering their replacements through patch notes.

PlayStation's Asad Qizilbash recently defended AI integration, suggesting Gen Z and Alpha players expect personalized NPC interactions. This perspective highlights the ongoing tension between technological advancement and creative rights in the industry.