New York AI Protection Bills Signed Amid SAG-AFTRA Concerns
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New York Leads Nation with AI Openness Laws for Film and Advertising
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Governor Kathy Hochul signed landmark legislation on Thursday, February 8, 2024, establishing new requirements for disclosing the use of artificial Intelligence (AI) in advertising and protecting the likeness of deceased performers. These bills aim to safeguard actors and performers in the face of rapidly evolving AI technology.
what Happened?
New York Governor Kathy Hochul signed two bills into law on Thursday, February 8, 2024, addressing the growing concerns surrounding the use of AI in the entertainment industry. The first bill mandates disclosure when AI-generated synthetic performers are used in advertisements. The second bill requires explicit consent from the estate (heirs or executors) before a company can utilize the name,image,or likeness of a deceased individual for commercial purposes.
Governor Hochul hailed these measures as “first in the nation” policies, signaling New York’s commitment to responsible AI implementation and the protection of its creative workforce.The signing ceremony took place at the SAG-AFTRA offices in New York City, with key union leaders and former president Fran Drescher in attendance.
Key Provisions of the New Laws
| Bill | requirement | Impact |
|---|---|---|
| AI Disclosure in Advertising | Advertisements using AI-generated synthetic performers must clearly disclose this fact. | Increases transparency for consumers and protects actors from unauthorized digital replication. |
| Post-Mortem likeness Rights | Companies must obtain consent from the estate of a deceased individual before using their name,image,or likeness for commercial purposes. | Safeguards the rights of deceased performers and their families, preventing exploitation of their legacy. |
Why This Matters: The Rise of AI in entertainment
The entertainment industry has been grappling with the implications of AI for some time,particularly following the SAG-AFTRA strike of 2023. A central issue in the strike was the potential for AI to displace actors and undermine their livelihoods. AI can now convincingly replicate voices and appearances, raising concerns about unauthorized use and the devaluation of human performance.
The use of AI in advertising is particularly concerning, as it allows companies to create “performers” without paying for talent or adhering to union agreements. Governor Hochul’s legislation directly addresses this issue, ensuring that consumers are aware when they are viewing AI-generated content and that performers are not exploited.
Who is Affected?
- Actors and Performers: The laws provide greater protection against unauthorized use of their likeness and ensure transparency in the use of AI-generated replacements.
- Advertising Agencies: Agencies must now comply with disclosure requirements when using AI in advertisements.
- consumers: Consumers will have more information about the content they are viewing,allowing them to make informed decisions.
- Estates of Deceased Performers: The laws empower estates to control the commercial use of a deceased performer’s likeness.
- AI Developers: The legislation may influence the advancement and deployment of AI technologies in the entertainment industry.
Timeline of Events
- july – November 2023: SAG-AFTRA strike highlights concerns about AI’s impact on performers.