California enacts AI protection laws for performers

LOS ANGELES — California will enact a slate of new laws on January 1, 2025. Several of them aim to reign in the unbridled power of artificial intelligence in show business. 

In September, Governor Gavin Newsom signed two bills into law to protect actors and performers from unauthorized use of their digital likenesses in audio and visual productions. The legislation addresses concerns about using Artificial Intelligence (AI) in the entertainment industry.

Assembly Bill 2602, authored by Assemblymember Ash Kalra, requires contracts to specify the use of AI-generated digital replicas of a performer’s voice or likeness. It mandates professional representation for performers during contract negotiations.

Meanwhile, Assembly Bill 1836, introduced by Assemblymember Rebecca Bauer-Kahan, prohibits the commercial use of digital replicas of deceased performers without consent from their estates. This law covers films, TV shows, video games, audiobooks, and sound recordings.

At the time of the signing, Governor Newsom stated, “We continue to wade through uncharted territory regarding how AI and digital media are transforming the entertainment industry, but our North Star has always been to protect workers. This legislation ensures the industry can continue thriving while strengthening protections for workers and how their likeness can or cannot be used.”

SAG-AFTRA President Fran Drescher commented, “It is a momentous day for SAG-AFTRA members and everyone else because the AI protections we fought so hard for last year are now expanded upon by California law thanks to the legislature and Governor Gavin Newsom.”

The bills will go into effect on January 1, 2025.

California, home to 32 of the world’s 50 leading AI companies, aims to balance innovation with worker protection. The state has initiated efforts to utilize AI for public benefit, including traffic reduction and addressing homelessness.