Ashly Burch Raises Concerns Over AI's Role in Video Game Artistry

Horizon star Ashly Burch has spoken out about a leaked AI-generated Aloy video, highlighting the ongoing demands of striking voice actors.

Last week, The Verge revealed an internal Sony video showcasing technology that features Aloy from the Horizon series to demonstrate AI-driven characters. Sony has not yet responded to IGN’s request for comment.

In the now-deleted video, Sony Interactive Entertainment’s software engineering director, Sharwin Raghoebardajal, engages in a conversation with an AI-powered Aloy using voice prompts and AI-generated speech and facial animations. Raghoebardajal asks Aloy how she’s doing, and she replies, “Hi, I’m doing okay. Just dealing with a sore throat. How about you?”

The voice from Aloy’s mouth is noticeably not Burch’s, sounding instead like a robotic text-to-speech generator. AI Aloy’s facial movements appear rigid, and her eyes lack lifelike expression during the exchange with Raghoebardajal.

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Burch, who has voiced Aloy in all four Horizon games released to date (Zero Dawn, Forbidden West, Call of the Mountain, and Lego Horizon Adventures), took to TikTok to confirm she had seen the video. She noted that Horizon developer Guerrilla reached out to clarify that the tech demo was not part of active development and did not use any of her performance data, including voice or facial capture. This likely rules out AI Aloy for the upcoming Horizon multiplayer game, assuming the character appears, and the anticipated Horizon 3. However, Burch emphasized that Guerrilla and its parent company, Sony Interactive Entertainment, own the Aloy character.

Reflecting on the AI Aloy video, Burch expressed concern about the future of game performance as an art form and used the moment to address the ongoing video game voice actors’ strike, which has affected several prominent projects recently.

Last week, the Screen Actors Guild - American Federation of Television and Radio Artists (SAG-AFTRA) updated its members on negotiations for AI protections for video game actors, noting progress but stating that both sides remain “frustratingly far apart” on critical issues.

“Right now, we’re fighting for consent before creating an AI version of us in any form, fair compensation, and transparency about how our AI doubles are used,” Burch explained.

“I’m not worried about the existence of this technology or even that game companies want to use it—it’s natural for them to explore advancements,” Burch said. “What worries me is the thought of a video like this using someone’s actual performance, voice, face, or movement without their consent. If we lose this fight, that person would have no recourse, no protections, no way to push back. That possibility breaks my heart and scares me. I love this industry and its art form, and I want future generations of actors to have incredible game performance opportunities. I want to keep doing this job. Without a win, that future is at risk.”

“I’m not targeting any specific game company, certainly not Guerrilla,” Burch added. “The technology itself isn’t the issue, nor is the desire to use it. The problem is that we’re on strike, and the industry bargaining group won’t agree to basic protections.”

Burch highlighted temporary union contracts that currently offer the protections striking voice actors are seeking, which any video game company can sign. “Interim, tiered, and low-budget agreement contracts are available for any game company to adopt,” she said. “We deserve to be protected.”

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Addressing the AI Aloy conversation

♬ original sound - Ashly Burch

Generative AI remains a heated topic in the video game and entertainment industries, both grappling with significant layoffs in recent years. It has faced backlash from players and creators over ethical concerns, rights issues, and AI’s challenges in creating content that resonates with audiences. For example, Keywords Studios attempted to develop an experimental game entirely with AI, but the project failed, with the company admitting to investors that AI “cannot replace talent.”

Despite this, several video game companies continue to integrate generative AI into their development processes. Activision recently confirmed using generative AI for certain Call of Duty: Black Ops 6 assets, as required by new Steam disclosures, amid criticism over an “AI slop” zombie Santa loading screen.

The voice actor strike has started to affect multiple video games. Players have noticed unvoiced NPCs in otherwise voiced scenes in games like Destiny 2 and World of Warcraft, likely due to the strike. Last year, SAG-AFTRA targeted League of Legends after Riot allegedly attempted to bypass the strike by canceling a game. Activision also confirmed recasting characters in Call of Duty: Black Ops 6 following player concerns about new voices.

Just last week, two Zenless Zone Zero voice actors discovered they had been replaced upon reviewing the game’s latest patch notes.

Asad Qizilbash, head of PlayStation Productions and product at PlayStation Studios, recently commented on AI’s importance for Gen Z and Gen Alpha gamers, who value “personalization across everything.”

“For example, non-player characters could respond to players’ actions, creating a more tailored experience,” Qizilbash said. “This matters to younger Gen Z and Gen Alpha audiences, the first generations to grow up digitally, who seek personalized and meaningful experiences.”