New York passes law requiring ads to disclose the use of AI performers (www.engadget.com)

New York has enacted new legislation requiring transparency regarding the use of AI-generated performers in advertisements and safeguarding the likenesses of deceased individuals. Governor Kathy Hochul announced two bills: one mandates that ads identify AI-generated synthetic performers, while the other requires consent from an individual’s heirs to use their name, image, or likeness for commercial purposes posthumously. This legislative move aims to ensure transparency in AI's role in media while protecting the rights of artists and consumers, as stated by Hochul. This development is significant for the AI/ML community as it sets important precedents in regulating the intersection of AI technology and intellectual property rights, particularly within the entertainment industry. Following the recent SAG-AFTRA contract negotiations that addressed the use of digital replicas and AI performers, New York's laws provide additional protective measures and complement a growing movement for state-level AI regulations. As AI technologies continue to evolve, New York's proactive stance may influence similar legislation in other states, potentially creating a framework for ethical AI usage and the preservation of individual artistic contributions—even post-mortem.