New York Gov. Kathy Hochul on Thursday signed what her administration called the nation’s first AI bills designed to both protect consumers and increase transparency in the film industry.
The New York bill requires anyone producing or creating an ad to identify if it includes AI generated synthetic performers. A separate piece of legislation requires consent from heirs or executors if a person wishes to use the name, image, or likeness of an individual for commercial purposes after their death.
California Gov. Gavin Newsom signed a bill into law earlier this year related to AI but it was more focused on safety than on the entertainment business.
The action follows months of lobbying against a backdrop of anxiety in the entertainment business and broader society about the rapid evolution of artificial intelligence, which has yet to be meaningfully regulated. After signing the bill, Hochul appeared at a boisterous news conference and photo op at SAG-AFTRA‘s New York headquarters.
“By signing these bills today, we are enacting common sense laws that will ensure we are fully transparent when using images generated by artificial intelligence and also prevent the unauthorized commercial use of a deceased individual’s name or likeness,” Hochul said in a statement. “In New York State, we are setting a clear standard that keeps pace with technology, while protecting artists and consumers long after the credits roll.”
SAG-AFTRA National Executive Director and Chief Negotiator Duncan Crabtree-Ireland has been advocating for tougher protections against AI for the past several years. The issue is certain to be central to negotiations with studios and streamers for a new contract in 2026.
“These protections are the direct result of artists, lawmakers and advocates coming together to confront the very real and immediate risks posed by unchecked A.I. use,” Crabtree-Ireland said. “By mandating transparency and securing consent, New York has drawn a bright line that puts human creativity, integrity and trust first. This is smart, forward-looking legislation that will have national impact.”
SAG-AFTRA New York Local President Ezra Knight said, “The fact that Governor Hochul chose our New York Local office for this signing speaks volumes. It shows that SAG-AFTRA is leading, not just participating, in the movement to protect workers from the dangers of using A.I. for bad purposes. New York has always been a home for artists, and today it stands as a model for how to safeguard not only our members, but the broader public.”
State Senator Michael Gianaris said film and television production “remains an integral part of New York’s economy, and that is why New York will continue to lead in protecting the workers who power this industry. I want to thank Governor Hochul for signing my legislation that will protect workers from having their likenesses deceptively replaced by artificial intelligence, and will hold companies accountable for improperly using these tools.”
SAG-AFTRA Chief Labor Policy Officer and New York Local Executive Director Rebecca Damon said, “Today’s signing is a milestone for every performer whose work, likeness and voice deserve respect and protection. These bills recognize that technology must serve humanity, not replace it or exploit it. New York has set a powerful example for the nation, and SAG-AFTRA is proud to have helped lead the way.”