Sony's Aloy AI Video Sparks Debate on Game Art, Says Ashly Burch

Horizon voice actress Ashly Burch has responded to the leaked AI Aloy video that surfaced online last week, using it to highlight the core demands of striking voice actors.

Last week, The Verge reported on the appearance of an internal Sony video that showcased technology using Aloy from the Horizon series to demonstrate AI-driven characters. Sony has not yet replied to IGN’s request for comment.

In the since-deleted video, Sony Interactive Entertainment director of software engineering Sharwin Raghoebardajal held a conversation with an AI-powered Aloy through voice prompts, paired with AI-generated speech and facial animations. Raghoebardajal asks Aloy how she is feeling, to which she replies, "Hello, I'm managing alright. Just dealing with a sore throat. How have you been?"

The voice coming from Aloy is clearly not Burch’s, but rather a robotic tone similar to what text-to-speech generators produce. The AI Aloy’s facial movements appear stiff and her eyes lack 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 the social media platform TikTok to confirm she saw the video. She also stated that Horizon developer Guerrilla contacted her to clarify that the tech demo did not represent a project in active development and did not use any of Burch’s performance data—voice or facial. This effectively rules out an AI Aloy appearing in the upcoming Horizon multiplayer game, assuming she is part of the title, as well as the eventual Horizon 3. However, as Burch noted, Guerrilla (and parent company Sony Interactive Entertainment) owns the rights to the Aloy character.

She expressed that the AI Aloy video left her concerned “about game performance as an art form,” and used the moment to address the ongoing strike by video game voice actors, which has affected several high-profile projects in recent weeks.

Last week, the Screen Actors Guild - American Federation of Television and Radio Artists (SAG-AFTRA) released a member update regarding negotiations over AI protections for video game actors. Though progress has been made, SAG-AFTRA indicated there are still “frustratingly far apart” disagreements with the industry bargaining group on key points.

“Right now, we’re fighting for three things: you must get our consent before creating an AI replica of us in any form, you must pay us fairly, and you must disclose how the AI version will be used,” Burch explained.

“What worries me isn’t that the technology exists. It’s not even that game companies want to use it—of course they do; they always pursue technological advancements. I just imagine a video like this coming out that does use an actual person’s performance, their voice, face, or movement. And if we lose this fight, that person would have no protection. They wouldn’t have any safeguards or any way to fight back. That possibility makes me so sad it hurts. It scares me. I love this industry and this art form immensely, and I want to see a new generation of actors thrive. I want more incredible game performances in the future. I want to keep doing this job. If we don’t win, that future is in real jeopardy.

“I’m honestly not trying to single out any specific game company,” Burch added. “Certainly not Guerrilla. The technology itself isn’t the issue. Game companies wanting to utilize it isn’t the issue. The issue is we are on strike and the bargaining group won’t agree to grant us common-sense protections.

“I support the strike. I’ve always supported the strike. I believe we have to fight to protect the future and longevity of this career we all love.”

Burch then referenced the temporary union contracts that already include the protections the striking voice actors are seeking—contracts which any video game company can sign immediately. “The interim, tiered, and low-budget agreements are all available right now for any game company to adopt,” she stated. “I believe we deserve to be protected.”

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♬ original sound - Ashly Burch

Generative AI remains one of the most debated subjects in the video game and entertainment sectors, both of which have seen major layoffs in recent years. It has drawn criticism from players and creators alike over ethical and rights concerns, plus AI’s difficulty in creating content that audiences genuinely appreciate. For example, Keywords Studios attempted to create an entirely AI-driven experimental game internally. The project failed, with Keywords explaining to investors that AI was “unable to replace talent.”

Even so, several video game companies continue integrating generative AI into their development pipelines. Activision recently acknowledged using generative AI for certain assets in Call of Duty: Black Ops 6 as part of new Steam disclosure requirements, coming amid backlash to an "AI slop" zombie Santa loading screen.

The voice actor strike has started to affect numerous games. Players have observed that titles such as Destiny 2 and World of Warcraft feature certain NPCs that remain unvoiced in scenes where others speak—likely a strike-related issue. Late last year, SAG-AFTRA sanctioned League of Legends after Riot reportedly attempted to bypass the strike by canceling a game in retaliation. Activision also confirmed characters in Call of Duty: Black Ops 6 had been recast after fans raised concerns about the new voice performances.

Just last week, two Zenless Zone Zero voice actors shared that they found out they’d been replaced only after reading the game’s latest patch notes.

Asad Qizilbash, head of PlayStation Productions and head of product at PlayStation Studios, recently commented on AI, saying its implementation in games is critical for Gen Z and Gen Alpha gamers who expect "personalization across everything."

“For example, non-player characters in games could respond to player actions in a personalized way,” Qizilbash said. “This is especially relevant for younger Gen Z and Gen Alpha audiences, the first generations raised in a digital world. They seek tailored experiences and look for meaning in everything they engage with.”