Ashly Burch, the voice actor behind Aloy in the *Horizon* series, has publicly responded to a leaked internal Sony video showcasing an AI-generated version of her character. The clip, which has since been removed, sparked discussions around the use of artificial intelligence in gaming and raised concerns about the rights and protections of voice actors.

In the video, Sony Interactive Entertainment’s software engineering director, Sharwin Raghoebardajal, engaged in a conversation with an AI-powered Aloy using voice prompts and machine-generated responses. The interaction included basic dialogue, such as Aloy stating, “Hello, I'm managing alright. Just dealing with a sore throat. How have you been?” However, the voice was clearly not Burch’s, instead resembling a robotic text-to-speech engine, while Aloy’s facial expressions appeared stiff and unnatural.

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Burch confirmed via TikTok that she had seen the AI Aloy demonstration and noted that Guerrilla Games, the studio behind the *Horizon* franchise, reached out to reassure her that the tech demo was not tied to any active development projects. They also clarified that no voice or facial data from Burch was used in the creation of the AI model. While this may rule out the immediate use of AI Aloy in upcoming titles like the rumored *Horizon* multiplayer game or a potential *Horizon 3*, Burch emphasized that Aloy remains a company-owned character, raising broader concerns about the future of performance rights in the industry.

Reflecting on the implications, Burch expressed concern for the future of game performance as an art form and linked the incident to the ongoing SAG-AFTRA strike involving video game voice actors. She highlighted the union's demands, which include the right to consent before AI replicas of performers are created, fair compensation for such usage, and transparency regarding how AI is implemented.

"I feel worried not because the technology exists. Not even because game companies want to use it. Of course they do. They always want to use technological advancements. I just imagine a video like this coming out that does have someone’s performance attached to it, that does have someone’s voice or face or movement. And the possibility that if we lose this fight, that person would have no recourse,"

Burch continued by affirming her support for the strike and emphasizing the importance of securing protections that would ensure the sustainability of voice acting as a profession. She also pointed out that interim contracts offering these protections are already available for studios willing to sign them.

Generative AI continues to be a contentious topic across both the entertainment and gaming industries. Despite its promise, many have criticized its use due to ethical concerns, rights issues, and its inability to consistently produce high-quality content. For instance, Keywords Studios attempted to develop a fully AI-driven game internally, but the project ultimately failed, with the company citing AI’s inability to replace human talent.

Still, several major studios continue to integrate generative AI into their workflows. Activision recently revealed that some assets in *Call of Duty: Black Ops 6* were created using AI tools—a decision met with backlash following the release of an AI-generated zombie Santa loading screen dubbed "AI slop."

The ongoing voice actors' strike has also begun to affect gameplay experiences. Players of *Destiny 2* and *World of Warcraft* have reported unvoiced NPCs appearing in otherwise fully voiced sequences. In late 2023, Riot Games canceled a project amid tensions with SAG-AFTRA, which the union interpreted as an attempt to bypass the strike. More recently, Activision recast several characters in *Call of Duty: Black Ops 6* after players noticed unfamiliar voices.

Zenless Zone Zero also made headlines when two voice actors discovered they had been replaced through patch notes alone—an impersonal method of notification that further fueled tensions within the community.

Asad Qizilbash, head of PlayStation Productions and product at PlayStation Studios, recently commented on the relevance of AI in gaming, particularly for younger audiences like Gen Z and Gen Alpha who value personalized experiences.

"For instance, non-player characters in games could interact with players based on their actions, making it feel more personal,” Qizilbash said. “This is important for the younger Gen Z and Gen Alpha audiences, who are the first generations that grew up digitally and are looking for personalization across everything, as well as looking for experiences to have more meaning."