California's Emerging AI Regulations for Celebrity Usage

California is advancing legislation to define regulations for using AI versions of celebrities in different projects, Techradar reported. The state Senate has passed AB 1836, which mandates that those wishing to create AI replicas of deceased performers must obtain explicit consent from their estates. The bill, supported by SAG-AFTRA and related groups, is now awaiting Governor Gavin Newsom's signature. This forthcoming law encompasses any digital recreation created using AI, including still images, voice clones, or complete characters in films produced posthumously. Producers must secure permission from the deceased performer's estate or legal representative irrespective of the purpose.

This legislation follows the recent approval of AB 2602, which specifies stricter consent requirements for AI replicas of living performers. Together, these laws illustrate a heightened awareness in regulating AI's influence on the entertainment industry for both being alive and departed.

SAG-AFTRA commented, "To those who would use digital replicas of deceased artists in movies, TV shows, video games, audiobooks, sound recordings, and more without obtaining permission from the artists' estates, the California Senate has just said NO." They regard AB 1836 as another significant step in their ongoing efforts to enhance performer protections amidst the rise of generative AI.

Appreciating the growing concerns, the union has pre-actively fostered arrangements that align with the bill’s framework. For instance, SAG-AFTRA collaborated with AI startup Narrativ to launch an online marketplace where actors can license their voices as AI clones, retaining control over their usage. Additionally, AI voice developer ElevenLabs and the estates of several legendary Hollywood figures, such as Judy Garland, James Dean, Laurence Olivier, and Burt Reynolds, have agreed on legal rights for new AI-powered productions.

Given the past year's developments where AI was central to SAG-AFTRA’s strike and embedded in new TV and film contract templates, their support for such laws isn't surprising. Beyond addressing deepfake casting, these bills could significantly influence the broader AI sector. If California's entertainment and tech industries manage these regulations efficiently, it could model similar frameworks globally.

SAG-AFTRA further stated, "The passage of this bill alongside AB 2602 earlier this week enhances our array of protections in both law and contracts. Both legislative initiatives were top priorities for our membership. We expect Governor Gavin Newsom to sign these bills into law soon."

Earlier, SSP wrote about the role of AI in predicting tipping points for future disasters.