SACRAMENTO, California — California Governor Gavin Newsom on Tuesday signed into law legislation aimed at protecting Hollywood actors and artists from unauthorized artificial intelligence that could be used to create digital clones of themselves without their consent.
The new laws come as California lawmakers have stepped up efforts this year to regulate the major industry, which increasingly impacts Americans’ daily lives but has had little to no oversight in the United States.
The laws also reflect the priorities of the Democratic governor, who walks a tightrope between protecting the public and workers from potential AI risks and nurturing the rapidly evolving domestic industry.
“We continue to navigate uncharted territory when it comes to how AI and digital media are transforming the entertainment industry, but our North Star has always been there to protect workers,” Newsom said in a statement. “This legislation will ensure the industry can continue to thrive while strengthening protections for workers and how their likeness can or cannot be used.”
Inspired by last year’s Hollywood actors’ strike over low wages and concerns that studios would use AI technology to replace workers, a new California law will allow performers to withdraw from existing contracts if studios freely use vague language Could use AI to digitally clone their voices and likeness. The law will take effect in 2025 and has the support of the California Labor Federation and the Screen Actors Guild-American Federation of Television and Radio Artists, or SAG-AFTRA.
Another law signed by Newsom, also supported by SAG-AFTRA, prevents dead artists from being digitally cloned for commercial purposes without permission from their estates. Supporters said the law is crucial to curbing the practice, citing the case of a media company that produced a fake, hour-long AI-generated comedy special to mimic the style and material of late comedian George Carlin without permission of his estate.
“It’s a momentous day for SAG-AFTRA members and everyone else as the AI protections we fought so hard for last year are now being expanded under California law thanks to the Legislature and Governor Gavin Newsom,” said SAG- AFTRA President Fran Drescher said in a statement. “They say: As California goes, so goes the nation!”
California is one of the first states in the country to provide artist protections against AI. Tennessee, long known as the birthplace of country music and the launching pad for musical legends, led the nation by passing a law in March that protects musicians and artists.
Supporters of the new laws said they will help encourage responsible AI use without stifling innovation. Opponents, including the California Chamber of Commerce, said the new laws are likely unenforceable and could lead to protracted legal battles in the future.
The two new laws are among a slew of measures passed by lawmakers this year in an effort to govern the AI industry. Newsom indicated in July that he would sign a proposal to crack down on deepfakes in elections, but did not consider other legislation, including one that would be the first in the nation to establish safeguards for large AI models.
The governor has until September 30 to sign the proposals, veto them or let them become law without his signature.
