New California Bill Safeguarding Actors From AI
The ruling protects Hollywood performers from artificial technology recreating their likeness without appropriate consent, even posthumously.
California Governor Gavin Newsom has signed a series of new laws aimed at safeguarding actors from being substituted by artificial intelligence, marking a significant development for Hollywood in the ongoing debate over AI's impact on the entertainment industry. The legislation, signed on Tuesday, addresses concerns from actors about the use of digital replicas without their consent—both during their lives and after death.
The issue of AI’s potential to replace real actors has become a central concern for Hollywood, with actors like Mark Ruffalo and Rosie Perez being vocal about their fears. In a video announcement with SAG-AFTRA President Fran Drescher, Newsom emphasized that California has long been a destination for "dreamers and doers," but noted that actors aren’t always fairly represented when it comes to new technology. He stated that the new laws ensure actors maintain control over their image and likeness, with protection against exploitation from those who might use AI technology without consent.
These concerns came to the forefront during the SAG-AFTRA strike, where AI’s impact on jobs became a pivotal issue in negotiations. As governor of a state that is home to both Hollywood and Silicon Valley, Newsom has faced a burden from different sides: the entertainment industry and the tech sector.
The Motion Picture Association of America, which represents major studios, opposed the legislation, arguing that it could slow innovation and lead to expensive legal battles. Despite this opposition, Newsom chose to side with labor groups, giving actors more control over how AI can be used in their contracts.
One of the new laws introduces specific guidelines into performer contracts over how digital copies may be used. Another law permits estates of departed performers to take legal action if someone uses AI to replicate their likeness without permission.
The rise of AI has been a growing worry for labor unions, who worry that it could lead to job losses across multiple industries. Actors and musicians, in particular, have voiced fears that AI-generated content could replace their work without offering adequate salaries. However, the union has also faced setbacks, such as Newsom previously vetoing a SAG-AFTRA-supported bill that would have provided unemployment benefits to actors participating in the labor strike. A similar effort to pass that legislation stalled earlier this year.