NY Gov. Signs Landmark AI Bill On ‘Synthetic’ Ad Performers

By Editorial Team

New York Governor Kathy Hochul signed a groundbreaking legislation on Thursday that mandates the disclosure of the use of artificial intelligence-generated “synthetic” performers in advertisements. The law also requires obtaining consent from heirs or executors to utilize the name, image, or likeness of a deceased individual.

The new law aims to address the growing concerns surrounding the use of AI-generated content in advertising and the potential exploitation of deceased individuals’ identities without proper authorization.

Under the legislation, companies using AI-generated content in advertisements must explicitly disclose the use of synthetic performers to consumers. Additionally, they are required to seek permission from the deceased person’s heirs or executors before featuring their name, image, or likeness in any commercial materials.

The law represents a significant step towards regulating the use of AI in advertising and protecting individuals’ rights, both living and deceased. It sets a precedent for other states to consider similar measures to ensure transparency and accountability in the use of AI-generated content.

The Screen Actors Guild-American Federation of Television & Radio Artists (SAG-AFTRA) has voiced its support for the new legislation, emphasizing the importance of safeguarding the rights of performers, including synthetic ones, in the evolving landscape of digital advertising.

This development underscores the need for comprehensive regulations to govern the use of AI in various industries, particularly in the realm of marketing and media. As technology continues to advance, lawmakers are increasingly recognizing the importance of establishing clear guidelines to protect individuals’ privacy and intellectual property rights.