California Bans AI Deepfakes of Deceased Performers
California Governor Gavin Newsom has signed the 'No Fakes Act', a law aimed at protecting deceased performers from AI deepfakes. SAG-AFTRA, the actors' union, played a significant role in its passage, having testified during the process. The law, associated with bill AB1836, has sparked a conversation about the intersection of Hollywood and technology.
The signing of the 'No Fakes Act' comes after a long-standing effort by SAG-AFTRA to protect its members from AI misuse. The union, led by Sean Astin, the star of 'Rudy', has been advocating for provisions against AI performers since a 118-day strike in 2021. Astin, now the union's president, is doubling down on these protections.
The debate around AI performers was recently reignited by Tilly Norwood, an AI-generated performer. The union has formally condemned Norwood, with dozens of actors, including Emily Blunt and Melissa Barrera, expressing their concerns. Astin plans to address the matter with the Association of Talent Agents in upcoming agreement talks.
The 'No Fakes Act' is a significant step in regulating AI in the entertainment industry. While it has sparked global interest, particularly around Tilly Norwood, Sean Astin emphasizes that this is not the first issue related to AI in Hollywood. As technology continues to advance, the industry is expected to grapple with more such challenges in the future.
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