New York Introduces Important AI Regulations for Advertising and Posthumous Rights

New York Governor Signs Landmark AI Legislation for Film Industry

On Thursday, New York Governor Kathy Hochul announced the signing of pioneering legislation aimed at enhancing consumer protection and transparency in the film industry, marking the first such laws in the nation addressing artificial intelligence (AI) use.

The key provisions of the new legislation mandate that any advertisement featuring AI-generated synthetic performers must include a disclosure. Additionally, it stipulates that consent from heirs or executors is required for usage of an individual’s name, image, or likeness for commercial purposes posthumously.

While California Governor Gavin Newsom signed a separate AI bill earlier this year, that legislation focused primarily on broader safety measures rather than the specific needs of the media and entertainment sectors.

This legislative action comes in response to growing concerns within the entertainment industry and society about the rapid advancements in AI technology, which remain largely unregulated. Following the signing ceremony, Hochul held a vibrant 30-minute press conference at the SAG-AFTRA headquarters in New York.

Rebecca Damon, Chief Labor Policy Officer and New York Local Executive Director of SAG-AFTRA, briefly referenced Disney’s recent partnership with OpenAI during the event. However, there was no opportunity for a Q&A session. The gathering primarily served as a morale booster for industry professionals. Hochul reflected on her own uncertainties upon taking office in 2021, emphasizing her commitment to supporting an industry facing ongoing challenges, particularly those posed by AI.

“I’ve been proud to stand as you strike and say, ‘What about us? What about the human face? What about the flesh and blood people who are the creators of this?’” Hochul stated, prompting enthusiastic applause. She further stressed the need to balance innovation with human preservation, asserting, “It’s at a time when we do want to embrace innovation. We really do. It’s who we are as New Yorkers.”

In her opening remarks, Hochul characterized the two laws as "common-sense" measures designed to safeguard both artists and consumers alike.

SAG-AFTRA National Executive Director and Chief Negotiator Duncan Crabtree-Ireland highlighted the ongoing efforts for more stringent protections against AI over the past few years, noting that this issue will be pivotal in negotiations for a new contract with studios 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 AI use,” Crabtree-Ireland remarked. “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.”

At the news conference, attended by notable figures including former SAG-AFTRA Executive Director Fran Drescher, Crabtree-Ireland asserted that the new laws do not hinder innovation; rather, they ensure it develops on a foundation of accessibility, accountability, consent, and truth. He emphasized the public’s need for trust in an increasingly digitized world, stating concerns over the proliferation of hyper-realistic digital clones and AI-generated influencers.

SAG-AFTRA New York Local President Ezra Knight expressed that Hochul’s presence at the signing event underscores the union’s proactive role in advocating for worker protection against potential abuses of AI technology. He remarked, “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 reiterated the importance of the film and television industry to New York’s economy, thanking Governor Hochul for signing legislation designed to protect workers from misuse of their likenesses by AI technologies.

Damon hailed the new laws as a milestone for performers, affirming their right to have their work, likeness, and voice respected and safeguarded. “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,” she concluded.