Ashly Burch Raises Alarm Over AI's Threat to Gaming Artistry

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

Last week, The Verge revealed an internal Sony video showcasing technology that uses 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 director of software engineering, 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: "Hello, I'm managing alright. Just dealing with a sore throat. How have you been?"

The voice emanating from Aloy is distinctly not Burch’s, resembling instead a robotic tone typical of text-to-speech generators. AI Aloy’s facial movements appear rigid, with lifeless eyes during the exchange with Raghoebardajal.

The Best PlayStation Character Face-Off

Choose Your Champion

New duel1ST2ND3RDView Your ResultsComplete the game for your personal results or check the community’s picks!Keep PlayingView Results

Burch, who has lent her voice to Aloy in all four Horizon titles (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 informed her the tech demo was not part of active development and did not use her performance data (voice or facial). 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 Sony Interactive Entertainment own the Aloy character.

Burch expressed deep concern about the AI Aloy video, stating it left her “troubled about the future of game performance as an art form.” She used the opportunity to address the ongoing voice actors’ strike, which has affected several high-profile games recently.

Last week, the Screen Actors Guild - American Federation of Television and Radio Artists (SAG-AFTRA) updated its members on negotiations for AI protections in video games, noting progress but remaining “frustratingly far apart” from the industry bargaining group on critical issues.

“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 game companies wanting to use it—they always embrace new advancements,” Burch said. “What concerns me is the thought of a video like this featuring someone’s actual performance, voice, face, or movements, and if we lose this fight, that person would have no protections or recourse. That possibility breaks my heart and terrifies me. I love this industry and its art form, and I want future generations of actors to thrive. I want to keep doing this job. Without a win, that future is at risk.”

Burch clarified she wasn’t targeting any specific game company, including Guerrilla. “The technology itself isn’t the issue, nor is the desire to use it. The problem is that we’re on strike, and the bargaining group refuses to agree to reasonable protections.”

“I stand with the strike and always have,” Burch continued. “Fighting is essential to safeguard the future and sustainability of this career we cherish.”

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

@ashly.burch

Speaking out on AI Aloy concerns

♬ 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 faces criticism from players and creators over ethical concerns, rights issues, and AI’s inability to produce content that resonates with audiences. For example, Keywords Studios attempted an experimental AI-driven game, which failed, with the company admitting to investors that AI “cannot replace talent.”

Despite this, several game companies continue to integrate generative AI into their development processes. Activision recently confirmed using generative AI for some Call of Duty: Black Ops 6 assets, as disclosed under new Steam requirements, amid backlash over an “AI slop” zombie Santa loading screen.

The voice actors’ strike has begun affecting multiple games. Players have noticed unvoiced NPCs in otherwise voiced scenes in titles 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 undermine 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 emphasized AI’s importance for Gen Z and Gen Alpha gamers, who value “personalization across everything.”

“Non-player characters could interact with players based on their actions, creating a more personal experience,” Qizilbash said. “This matters to younger Gen Z and Gen Alpha audiences, the first generations to grow up digitally, who seek meaningful, personalized experiences.”