Photo of Will Smith, Madonna AI videos
AI-generated

New York Gov. Kathy Hochul has signed a bill making it illegal to use celebrity likeness in AI videos without identifying it as such.

Social media is flooded with AI videos making it nearly impossible to tell reality from artificially-generated images.

The governor’s newly signed legislation cracks down on the use of celebrity images in AI commercials and advertising without identifying it as such.

An additional bill will require consent from heirs or executors to use a celebrity’s name, image, or likeness after they’ve passed away.

According to the governor’s office, there has been an increase in advertisements and commercial use of celebrity likeness in AI videos without alerting the viewer that the imagery is AI.

The law extends to TikTok and social media content creators who use AI videos on their platforms for profit.

“In New York State, we are setting a clear standard that keeps pace with technology, while protecting artists and consumers long after the credits roll,” Gov. Hochul said in a statement.

“New York has always been a home for artists,” SAG-AFTRA New York Local President Ezra Knight said. “It stands as a model for how to safeguard not only our members, but the broader public.”

“It doesn’t solve any ‘problem’ — it creates the problem of using stolen performances to put actors out of work, jeopardizing performer livelihoods and devaluing human artistry,” a representative of the union previously said in a statement.