The primary cause for the industrial action was expressed as the concern over AI, particularly in relation to its use in video games such as Apex Legends, Call of Duty, and others. Initially, these companies resisted negotiating terms regarding AI replicas.
In 2025, Sony-owned PlayStation conducted an experiment where engineers from their Advanced Technology Group employed large language models (LLMs) to create a conversational model for the protagonist of Horizon Forbidden West, Aloy. The voice actress for Aloy, Ashly Burch, expressed her concern over such experiments, stating that “If a video like this were released, featuring someone’s performance, be it their voice, face, or movement, and we fail in our fight against AI, that person would have no means to protect themselves.”
Burch also mentioned that Guerrilla Games (the lead studio behind the Horizon series) had contacted her to assure her that her performance was not used in training the model, and that this experiment did not represent any current development at the studio.
