New York Gov. Kathy Hochul signed into law on Thursday what her administration is billing as the nation's first AI bill aimed at protecting consumers and increasing transparency in the film industry.
A New York bill would require those who produce or create ads to disclose information if the ads include AI-generated synthetic performers. Another related law requires the consent of an individual's heirs or executor if they wish to use their name, image, or likeness for commercial purposes after their death.
California Governor Gavin Newsom signed an AI bill into law earlier this year, but the bill focused more on broader safety than the needs of media and entertainment businesses.
The action follows months of lobbying amid concerns across entertainment and society over the rapid evolution of artificial intelligence, which has yet to be meaningfully regulated. After signing the bill, Hochul attended a raucous 30-minute press conference and photo op at SAG-AFTRA's New York headquarters.
SAG-AFTRA Chief Labor Policy Officer and New York Regional Director Rebecca Damon briefly mentioned the groundbreaking partnership between Disney and OpenAI announced earlier Thursday. However, there was no question-and-answer period at the end of the speakers' prepared remarks, and participants declined to take questions from the small number of reporters present at the event. The occasion primarily served as a gathering of industry players, with Hochul reflecting on the uncertainty and pain of 2021, when he took office as the recovery process from the coronavirus was slowly making progress. She described herself as a “caretaker” and “keeper of the flame” in an industry beset by challenges such as AI.
“I'm proud of you standing up when you're attacking and saying, 'What about us? What about the human face? What about the flesh and blood that created this?'” Hochul said, drawing loud applause. “And we're at a point now where we want to embrace innovation. We really do. That's who we are as New Yorkers. That's what makes us great and what makes us great. But not to the detriment of people. That has to be the dividing line.”
In a statement before taking the stage, Hochul said the two “common sense” laws will help protect both artists and consumers.
SAG-AFTRA National Executive Director and Chief Negotiator Duncan Crabtree-Ireland has been advocating for stronger protections against AI for several years. This issue is certain to be at the heart of negotiations with studios and streamers for new deals in 2026.
“These protections are a direct result of artists, legislators, and advocates coming together to confront the real and pressing risks posed by the unchecked use of AI,” Crabtree-Ireland said. “By mandating transparency and ensuring consent, New York City has drawn a bright line that puts human creativity, integrity, and trust first. This is smart, forward-looking legislation that will impact the nation.”
At a press conference attended by former SAG-AFTRA Executive Director Fran Drescher, Crabtree Ireland said the two new laws “will not stand in the way of innovation. These laws will ensure that innovation is built on a foundation of accessibility, accountability, consent, and truth. The reality is simple: If we want people to trust what they see and hear in an increasingly digital world, we must put guardrails around digital replicas and synthetic creations. We should all be deeply concerned about the surge in infections.” Surrealistic clones, deepfake influencers, and so-called AI spokespeople. ”
SAG-AFTRA New York Regional President Ezra Knight said Hochul's decision to visit the union's New York City office to sign the petition “speaks volumes. It shows that SAG-AFTRA is not only participating in the movement to protect workers from the dangers of exploiting AI, but also leading the way. New York has always been home to artists, and today it stands as an example of how to protect not only our members, but the broader public.”
State Sen. Michael Gianaris said film and television production “remains an essential part of New York's economy, which is why New York will continue to lead the way in protecting the workers who support this industry. I want to thank Governor Hochul for signing my bill to protect workers from having their likenesses deceptively replaced by artificial intelligence and to hold companies accountable for the inappropriate use of these tools.”
Damon called the new legislation “a milestone for all performers whose work, likeness, and voice deserve respect and protection. These bills recognize that technology must serve humanity, not replace or exploit it. New York is setting a strong example for the nation, and SAG-AFTRA is proud to help lead the way.”
