What's Happening?
Governor Kathy Hochul has signed two significant bills in New York aimed at regulating the use of artificial intelligence (AI) in the entertainment industry. These bills, supported by the Screen Actors
Guild - American Federation of Television and Radio Artists (SAG-AFTRA), focus on the use of 'synthetic' AI performers. One bill mandates that advertisers must disclose when AI-generated performers are used in advertisements. The second bill prohibits the use of a deceased performer's likeness to create deepfakes without the consent of their estate. This legislation builds on similar efforts in California, where laws protect deceased performers from unauthorized AI replicas. The New York laws go further by requiring clear disclosure in advertising, which could help protect jobs for human actors. The bills were signed at a press conference at SAG-AFTRA's New York headquarters, with the union's executive director, Duncan Crabtree-Ireland, highlighting the importance of addressing the risks posed by unchecked AI use.
Why It's Important?
The signing of these bills marks a significant step in regulating AI's role in the entertainment industry, particularly in advertising and the use of digital replicas. By requiring disclosure of AI performers, the legislation aims to protect human actors' jobs and ensure transparency in media consumption. The prohibition on unauthorized deepfakes of deceased performers addresses ethical concerns and respects the rights of performers' estates. This legislation could set a precedent for other states and potentially influence federal law, as SAG-AFTRA continues to advocate for the No Fakes Act, which seeks to prevent non-consensual deepfakes nationwide. The laws also include exceptions for certain types of media, balancing First Amendment rights with the need for regulation.
What's Next?
Following the enactment of these laws, advertisers and media companies in New York will need to adjust their practices to comply with the new requirements. This may involve revising contracts and production processes to ensure proper disclosure of AI use. The legislation could prompt other states to consider similar measures, potentially leading to a broader national conversation about AI regulation in the entertainment industry. SAG-AFTRA's push for the No Fakes Act suggests that federal legislation could be on the horizon, which would standardize regulations across the country and provide clearer guidelines for the use of AI in media.
