California Implements Safety Measures for AI Use in Entertainment Industry
California has become the latest state to introduce safety regulations regarding the use of artificial intelligence (AI) in the entertainment sector. Governor Gavin Newsom signed a bill into law on September 17, requiring Hollywood studios to obtain explicit consent from actors and performers before utilizing generative AI to create their “digital replicas.”
The bill, known as AB 2602, defines a digital replica as a computer-generated representation that closely resembles an individual’s voice or appearance. It applies to various forms of media such as films, TV shows, video games, and sound recordings. The legislation also covers situations where an individual did not appear or where their appearance has been significantly altered.
In addition to AB 2602, another bill called AB 1836 extends similar protections to deceased performers. It grants copyright holders the right to consent to the creation of digital replicas for commercial purposes up until 70 years after the performer’s death.
Governor Newsom emphasized that these bills strike a balance between safeguarding entertainment workers from potential AI misuse and supporting advancements in digital cloning technology. He stated that protecting workers while regulating how their likeness can be used is crucial in this rapidly evolving landscape.
The bills were signed by Governor Newsom alongside Fran Drescher, president of SAG-AFTRA (Screen Actors Guild-American Federation of Television and Radio Artists), which is the largest actors union globally. SAG-AFTRA has been advocating for AI protections since its historic 118-day strike in July 2023 when concerns over studios’ use of generative AI arose.
President Joe Biden has also taken steps at the federal level by issuing an executive order focused on guiding federal agencies’ use of AI technology. The order aims to develop regulations that protect consumers from potential fraud, discrimination, financial risks, and privacy breaches associated with AI applications.
The use of digital replicas in movies has become increasingly prevalent over time. Films like “Rogue One: A Star Wars Story” digitally resurrected deceased actor Peter Cushing’s likeness for his character Grand Moff Tarkin using CGI techniques. Similarly, “Top Gun: Maverick” employed AI technology to recreate Val Kilmer’s voice after he lost his ability to speak due to throat cancer treatment.
Most recently,”Alien: Romulus” featured a digital avatar of late actor Ian Holm portraying another android character named Rook as a tribute to his role as synthetic android Ash in the original “Alien” film series.
With California leading the way with these new regulations and President Biden emphasizing trustworthiness in AI development at a national level, it is clear that measures are being taken across various sectors concerning artificial intelligence usage.
