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SAG-AFTRA and Narrativ create a marketplace for licensing AI voice replicas in ads

SAG-AFTRA and Narrativ agreed terms letting members license AI voice replicas for digital audio advertising. Performers can accept or reject each ad offer.

LOS ANGELES, August 16, 2024 SAG-AFTRA and Narrativ announced an agreement in August 2024 allowing union members to license AI voice replicas for AI-generated digital audio ads.1

Terms of the deal

Members upload 30 to 60 second audio samples that advertisers can use. They can accept or reject each ad offer, opt out of specific categories or brands, and set rates above the minimums. The reported minimums run from $385 for a four-week ad to $2,420 for 21 months.1

The public record on this agreement is limited to the announcement and the press coverage cited below. The price is listed here as: Minimum rates from $385 (4 weeks) to $2,420 (21 months) per ad. The status shown, Announced, reflects the most recent reporting available on October 22, 2026, and any later amendments are not captured.

Announcements describe a headline structure only. Scope of the license, term, exclusivity, audit rights, deletion obligations and payment timing are set in the contract, and they decide how much the headline is worth in practice.

Background

The deal followed a similar SAG-AFTRA agreement with Replica Studios covering AI voice use in video games.1 The union's national executive director called the arrangement a safe option for members.1

What it means for data sellers

Voice sellers can note the structure: the individual stays in control of each use, and minimums create a price floor. Companies licensing voices should expect to negotiate category exclusions and approval rights.

A seller comparing this deal with its own situation should ask what the buyer actually receives: raw data, a license to train, a license to display, or a right to build a product. Each is priced differently, and the answer should be written into the agreement rather than inferred from a press release.

How the deal came together

  1. Earlier deal. SAG-AFTRA reached a video game voice deal with Replica Studios in January 2024.
  2. Ad market. Narrativ built a platform for AI-powered audio ads.
  3. Announcement. The agreement was reported in August 2024.
  4. Controls. Members choose brands and categories and can set rates above the minimum.

Takeaways for companies with data

  • Minimum rates and opt-out rights give performers leverage.
  • Per-use approvals can slow volume but protect reputations.
  • Published floors help calibrate prices for voice data.

Sources

Every numbered reference above points to an entry here. Figures come from these pages as of the date shown at the top of the article. Where a source reports a number it got from unnamed people, the text says so.

  1. SAG-AFTRA partners with Narrativ to let actors license their voices for AI (CO/AI, August 2024)

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About the AI Data Deal Tracker

SellYourAIData tracks publicly reported sales and licenses of data to AI companies, with the price, terms and sources for each. Entries are checked against public reporting and updated as deals change. SellYourAIData was not involved in this deal. To ask what your company's data could sell for, get a free valuation. To report a deal, contact us.