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Two bills that aim to protect actors and performers against unauthorized AI were officially signed into law on Tuesday (Sep, 17) by California Governor Gavin Newsom.
The bills titled AB2702 and AB1836 put protections in place against growing technology, with one requiring consent from actors and performers before a digital replica can be created and used. This includes their voice and likeness and is the first bill of its kind in the United States.
The other provides updated protections to the voice and likeness rights of deceased performers unless consent has already been provided by their estate.
While not a new law, this updates the previous and removes the former exemptions for film, TV, audiovisual works, and more when it comes to what is classed as digital replication.
The California Governor took to X (formerly Twitter) to share the news. He said: “We talk about California being a state of dreamers and doers.
“A lot of dreamers come to California, but sometimes they’re not well-represented. And with SAG and this bill I just signed, we’re making sure that no one turns over their name, image, and likeness to unscrupulous people without representation or union advocacy.”
A big step forward for protecting workers in the evolving AI space!@SAGAFTRA President @FranDrescher joins Gov. @GavinNewsom to celebrate two new laws ensuring performers' legal rights when negotiating digital replicas & setting rules for recreating performers who've passed. pic.twitter.com/WyrqyJGvzB
— California Governor (@CAgovernor) September 17, 2024
President of the SAG-AFTRA union Fran Drescher welcomed the signing: “It is a momentous day for SAG-AFTRA members and everyone else, because the A.I. protections we fought so hard for last year are now expanded upon by California law thanks to the Legislature and Gov. Gavin Newsom. They say as California goes, so goes the nation!
“A.I. poses a threat not just to performers in the entertainment industry, but to workers in all fields, in all industries everywhere.
“No technology should be introduced into society without extreme caution and careful consideration of its long-term impact on humanity and the natural world. We are so grateful to Gov. Newsom for recognizing that performers matter, and their contributions have value.”
AI has become a key talking point in the actor community
The issue of artificial intelligence has become a major sticking point in the entertainment world, with this being a point of contention between union SAG-AFTRA and the Alliance of Motion Picture and Television Producers.
When talks broke down over several issues, a months-long strike ensued which brought Hollywood to a standstill. It was in November, when talks resumed, that a deal was decided on by the two groups.
The deal established detailed informed consent and compensation guardrails for the use of AI.
Featured Image: Via SAG-AFTRA press release
