New York Becomes First State To Require Disclosure of AI Performers in Ads

New York Governor Kathy Hochul on Thursday signed two bills aimed at regulating the use of AI in entertainment, requiring disclosure when ads feature AI-generated performers and mandating consent from heirs before a deceased person's likeness can be used commercially. Hochul described both measures as 'first in the nation' policies during a signing ceremony at SAG-AFTRA's New York City offices.

The first bill compels ad producers to disclose the use of synthetic performers, and the second requires companies to obtain consent from heirs or executors before using a person's name, image, or likeness for commercial purposes after their death. 'We will have responsible AI policies in the state of New York,' Hochul said. 'It's a time where we do want to embrace innovation. But not to the detriment of people.'

The signing came the same day Disney announced a partnership allowing users of OpenAI's Sora to create clips featuring Marvel, Pixar, and Star Wars characters.

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