Amazon Games 'Regrets Confusion' Over CEO's AI and Voice Actor Comments After Harsh Online Criticism

ign.com:

Amazon Games said it "regrets confusion" over remarks by CEO Christoph Hartmann on voice acting and AI that drew sharp criticism online, seeking to clarify that it thinks generative AI needs to be used "responsibly" and calling actors "essential creative contributors."

Amazon's statement was in response to a lengthy comment from Hartmann, in which he mused on the difficulties games face with lengthy development cycles, and suggested that AI may "streamline processes" and help shorten the time it takes to make games. Asked for his thoughts on the SAG-AFTRA union strike seeking better AI protections, Hartmann responded in part:

"[W]hen we talk about AI, first of all, hopefully it will help us to have new gameplay ideas, which has nothing to do with taking work away from anyone. And especially for games, we don't really have acting... The majority of the team sits in programming and that's not going to go away because that's all about innovation. If it takes something, it will be really the boring parts," he said.

He then went on to opine that it may be helpful in localization, then added that he doesn't believe any technology can "replace human creativity and the uniqueness... There's always something special."

While Hartmann sought to moderate his comments, they nevertheless provoked anger in some quarters. SAG-AFTRA Interactive Media Agreement negotiating committee chair Sarah Elmaleh was among those who took to X/Twitter to criticize Hartmann, saying, "What’s funny about this whole Amazon Games CEO quote is *I* thought it sounded like AI had written his statement. Turns out I’ve been unfair. To the AI."

She subsequently provided a lengthy statement to IGN on behalf of SAG-AFTRA.

Asked for clarification on what Hartmann meant by his comments, and for their response to the fact that games such as New World utilize voice actors, an Amazon spokesperson told IGN:

Generative AI has become a flash point among artists, actors, and other creators throughout the games industry,