Japan’s voice-acting community is pushing back against the unauthorised use of performers’ voices in generative AI. The issue is increasingly relevant to games and other entertainment industries, where a familiar voice can be as recognisable as a character’s design.
Several Japanese voice actors have opposed voice cloning for years. In 2024, performers came together to create their own organization, arguing that existing copyright protections did not adequately cover AI misuse.
Actor Kenjiro Tsuda, known for roles in Attack on Titan, Chainsaw Man and Yu-Gi-Oh!, also sued TikTok over videos that used an imitation of his voice. The case was dismissed after the videos were removed. Although some performers support private, licensed applications for AI versions of their voices, the wider concern is that unapproved cloning could take work away from actors and compromise their future opportunities.
That debate has implications for interactive entertainment as well as film and television. Readers following developments across the games industry can find more coverage in RETROCADE’s Arcade Blog and arcade video coverage.
Japan Actors Union publishes AI voice guidelines
At a press conference on Thursday, the Japan Actors Union (JAU) introduced the first version of its guidelines for generative AI. The document covers audio created with technology that reproduces an actor’s voice, including voice synthesis, deep learning and machine learning.
The guidelines state that permission should be obtained from the performer at every stage of the replication process. That includes AI companies seeking to use an actor’s recordings or voice for training. When an authorised AI-generated voice is used, the JAU classifies the result as a form of “performance”, meaning companies would be expected to pay the actor through salaries and/or royalties.
For businesses developing voice-based features, the principle is straightforward: a performer’s consent should cover both the training process and the eventual use of the generated voice. That is a different standard from treating a voice as freely available source material.
Masako Nozawa calls unauthorised cloning theft
Masako Nozawa, best known internationally as the voice of Goku in the Dragon Ball franchise, was among the performers speaking at the conference. She told Japanese news broadcaster NHK that she could not forgive anyone who used her voice without permission.
“I can’t forgive them for using it without my permission. It makes me really angry, it’s no different than theft. My voice is mine, as are my performances, and if that’s going to be used, even a little bit, they should ask for permission.”
Nozawa also said that an AI version of her voice she had heard “lacked heart”. Her comments underline why voice actors regard cloning as more than a technical or copyright question: the performance, interpretation and identity associated with a voice are part of the work.
What the JAU guidance could mean
The JAU represents approximately 2,600 voice actors and actors. Its guidelines are among the first issued in Japan specifically addressing AI-generated voice recordings, and they send a clear warning in a country where AI is generally viewed more positively than in the United States.
Japan’s unions are also comparatively strong, particularly when measured against their counterparts in the US. That may give the guidance influence over how companies seek permission and structure payments when reproducing performers’ voices.
The announcement arrives while Japan’s government considers broader responses to generative AI, including questions involving cyberattacks and copyright infringement. For game developers, publishers and arcade operators considering synthetic voices, the JAU’s position reinforces the importance of documented consent, proper licensing and fair payment.
As voice technology becomes easier to deploy, the debate is likely to affect character-driven games, promotional content and other forms of interactive entertainment. For practical guidance on building a gaming setup, see RETROCADE’s Arcade Machine Buying Guide and browse the range of arcade machines.
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