What's Happening?
New York has become the first state in the U.S. to require transparency in the use of AI-generated actors and to regulate the commercial use of a deceased person's likeness. Governor Kathy Hochul signed
two pieces of legislation aimed at addressing the growing influence of artificial intelligence in the entertainment industry. The first law mandates that advertisers disclose when AI-generated actors are used in commercials. The second law requires consent from a deceased person's heirs or estate before their name, image, or likeness can be used for commercial purposes. This legislation comes in response to concerns about the impact of deepfakes and AI on jobs and consumer protection. The Screen Actors Guild (SAG-AFTRA) has expressed strong support for these measures, highlighting the importance of protecting human creativity and integrity in the face of advancing technology.
Why It's Important?
The legislation marks a significant step in regulating the use of artificial intelligence in media and advertising, setting a precedent that could influence other states and industries. By requiring transparency and consent, New York aims to protect both consumers and artists from potential exploitation and job displacement caused by AI technologies. This move is particularly relevant as AI-generated content becomes more prevalent, raising ethical and legal questions about the use of digital likenesses. The laws could also impact how companies approach advertising and content creation, potentially leading to broader industry standards and practices. The support from SAG-AFTRA underscores the importance of these protections for workers in the entertainment industry, who face increasing uncertainty due to technological advancements.
What's Next?
The implementation of these laws may prompt other states to consider similar regulations, potentially leading to a nationwide standard for AI transparency and posthumous likeness rights. Companies in the entertainment and advertising sectors will need to adapt to these new requirements, which could involve revising their production processes and legal agreements. The legislation may also spark further debate and legal challenges regarding the balance between innovation and protection of individual rights. As AI technology continues to evolve, ongoing discussions about its ethical use and regulation are likely to intensify, with stakeholders from various sectors weighing in on the implications for privacy, creativity, and employment.
