California Governor Gavin Newsom has signed a law that protects actors from using their voices and images illegally by artificial intelligence (AI). This regulation comes after concerns over the digital cloning of deceased performers, as was the case with Disney productions using the image of actor Peter Cushing in Rogue One using advanced technology.
The new Californian legislation, which will come into force in 2025, prohibits digital cloning without the consent of the heirs of deceased artists. In addition, actors can revoke contracts that allow AI to replicate their image or voice in future productions.
The Screen Actors Guild (SAG-AFTRA) and the California Federation of Labor pushed the measure in the wake of the Hollywood actors' strike, demanding better pay conditions and protection against the misuse of digital technologies. Fran Drescher, President of SAG-AFTRA, emphasized the importance of this legislation to ensure that artists' rights are not violated in an industry that is evolving with automation and AI.
The use of AI in the film industry has caused debate, particularly in the case of Disney, which has been criticized for digitally "resurrecting" deceased actors in several of its films. The controversy escalated after Peter Cushing's image was used in a Star Wars film 2016, which opened the debate on this technology's ethical and legal boundaries.
In response to this growing trend, California has taken a decisive step to regulate the impact of this technology on the world of entertainment, striking a balance between technology and protecting the rights of performers. The law protects deceased performers and gives living performers more control over how their digital performances are used in the future. This marks a milestone in regulating the use of AI in the film industry.
The situation in California mirrors global efforts to address AI's ethical and legal implications in the entertainment industry. Other states, such as Tennessee, have also introduced similar legislation, and other regions are expected to follow suit.
However, critics of the bill, such as the California Chamber of Commerce, warn that the measure could lead to legal conflicts, particularly in interpreting AI-related contracts. Nevertheless, the artistic community and various legislators see it as a necessary step to protect artists' rights in a rapidly evolving environment.
This law sets an important precedent for the relationship between technology and labor rights in the digital age. As artificial intelligence continues transforming the film industry, the new regulations are designed to ensure that AI is used responsibly and that the rights of living and deceased artists are respected.
