New York is the first state in the US to enact a law addressing AI-generated performers, demanding clarity about when AI is used to create digital performances. The law also strengthens protections for a person’s identity – like their name, image, and likeness – even after they have passed away.
Artificial intelligence is rapidly becoming a part of everything we do. From teenagers using AI for companionship to AI-powered creators taking over roles traditionally held by humans, and even the rise of AI-generated content flooding our online spaces, its impact is undeniable.
The use of AI in art has become a major point of disagreement, especially highlighted by the 2023 Hollywood strikes where writers and actors demanded better rules about how it’s used in the entertainment industry.
New York legislators have taken a leading step in the United States, indicating a rising effort to create rules for artificial intelligence before it’s too widespread to control.
New York passes first-in-the-nation AI laws
New York Governor Kathy Hochul has signed laws to limit how artificial intelligence is used in ads and entertainment. One law requires advertisers to tell viewers when they’re seeing AI-created performers instead of real actors in commercials.
Digital performers – realistic, computer-generated people – are becoming more common in online ads and on social media. Coke’s Christmas ad planned for 2025 is a recent example of this trend.
Assemblymember Linda B. Rosenthal stated that the increasing use of deepfakes and artificial intelligence is making it harder to distinguish between what’s real and fake online, leading to job losses and harming people who use online services.
The second law deals with rights after someone has passed away. It says you need permission from their family or estate to use their name, image, or likeness for any business purpose. This is a response to increasing worries about AI being used to recreate deceased actors and famous people.
The technology has already caused disagreement in Hollywood, particularly concerning the use of digital copies of actors after they’ve passed away. For example, Zelda Williams, Robin Williams’ daughter, has publicly spoken out against people creating videos of her father using this technology.
Although some property owners have allowed the use of images in certain ways, many people are concerned that new developments in artificial intelligence are making it simpler to misuse someone’s likeness without their permission.
Governor Hochul signed a new law on December 11th that requires transparency when using images created by artificial intelligence. It also protects the rights of people who have passed away by preventing others from using their name or image for commercial purposes without permission.
New York is establishing strong rules to ensure technology advances don’t harm artists or those who enjoy their work, providing lasting protection for everyone involved.
The team that created Coca-Cola’s new Christmas commercial insists the process wasn’t much different than making a traditional ad. According to the founder of Secret Level, the studio behind the commercial, human creativity was still central to its creation, and it wasn’t simply a matter of typing instructions and letting the computer do all the work.
— TopMob (@TopMob) December 6, 2025
Senator Michael Gianaris emphasized that the film and television industry is vital to New York’s economy, and the state will continue to support the people who work in it.
SAG-AFTRA, the main union for actors and performers in the US, fully supports the new law, believing it’s essential for safeguarding both those who entertain and the people who watch.
According to Duncan Crabtree-Ireland, the firm’s national executive director, these safeguards happened because artists, legislators, and supporters collaborated to address the significant and pressing dangers of uncontrolled AI technology.
New York’s new laws prioritize people by requiring openness and permission before using creative work. This sensible and innovative approach is expected to influence similar laws across the country.
The national AI battle
New York’s choice brings up the question of whether other states will do the same, especially since AI rules are currently different from state to state across the US.
Honestly, it feels like only a few places are really trying to get a handle on AI right now. I’ve noticed California, Colorado, Utah, and Texas are among the first to start making laws about how companies have to be open about using AI and protect us players – or, you know, consumers in general. It’s good to see someone is thinking about this stuff, but we really need more states to step up.
These initiatives are now facing challenges from the federal government. Last week, President Trump signed an order attempting to prevent states from creating AI regulations, claiming these laws could hinder innovation and allow other countries to gain an edge in the technology sector.
Experts across the political spectrum have expressed concerns that reducing state oversight would give large AI companies more power without enough responsibility.
Liana Keesing, from the nonprofit Issue One, explained to PBS that Big Tech companies have spent millions lobbying – including contributing significantly to the White House ballroom renovation – and used their influence to push through a federal pause on AI safety rules. This effectively undermines bipartisan safeguards already established in states across the political spectrum.
Shelby Knox, from the organization ParentsTogether Action, warns that just as social media harmed children due to a lack of regulation, a pause in AI development could similarly put a new generation at risk.
Many state leaders have signaled they’ll fight any attempts by the federal government to overstep its authority, arguing that states are duty-bound to safeguard their citizens from the potential dangers of new technologies and any misleading practices related to them.
Stay updated on the latest AI developments: Disney is investing $1 billion in OpenAI to use Sora and create videos featuring its iconic characters. You can also learn about Non Player Combat, a reality show entirely created by AI, and James Cameron’s thoughts on the use of AI actors.
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2025-12-15 15:52