Gov. Newsom Signs Laws to Protect Hollywood Actors from AI Replicas

California Governor Gavin Newsom has signed two landmark bills aimed at protecting actors from being replaced by AI-generated digital replicas without their consent, a victory for Hollywood stars who have voiced concerns about the growing use of artificial intelligence in the entertainment industry.

“We talk about California being a state of dreamers and doers — a lot of dreamers come to California, but sometimes they’re not well-represented,” Newsom said in a video alongside SAG-AFTRA President Fran Drescher. “We’re making sure no one turns over their name, image and likeness to unscrupulous people without representation or union advocacy.”

The legislation arrives as celebrities such as Mark Ruffalo, Rosie Perez, and Sean Astin raise alarms about the implications of AI for their profession and beyond. AI technology was also a major sticking point in last year’s SAG-AFTRA-led strike over actors' rights and protections.

Key Legislation to Protect Actors

The first measure, introduced by Assemblymember Ash Kalra and backed by labor groups, enforces new rules for using digital replicas of performers in contracts, ensuring that actors maintain control over their likeness. The second bill, sponsored by SAG-AFTRA and authored by Assemblymember Rebecca Bauer-Kahan, grants the estates of deceased celebrities the right to sue if their digital likeness is replicated without consent.

While the Motion Picture Association of America opposed the legislation, arguing it could stifle innovation and lead to costly legal battles, Newsom’s decision is seen as a significant win for labor unions, especially in Hollywood. As governor of a state that is home to both Silicon Valley and the entertainment industry, Newsom faces the delicate task of balancing support for tech innovation while addressing concerns from labor groups.

The Role of AI in Labor Disputes

AI has become a focal point for labor unions across industries, with concerns that it could eliminate jobs, particularly for performers. Actors and musicians have expressed fears that digitally generated content could replace their work, without fair compensation or control.

Jason George, SAG-AFTRA board member and co-chair of the union’s government and public policy committee, described the entertainment industry as a “canary in the coal mine” when it comes to AI. “We have, just out of pure self-preservation, had to pay attention to the possibilities with AI technology,” George said. “We saw the dangers to our industry as performers and members of this union, but we also saw danger to our communities, in society, as citizens.”

Broader AI Debates in Sacramento

Newsom’s recent actions on AI have garnered attention from both Hollywood and Big Tech, as California is home to influential entertainment hubs as well as leading tech companies. Prominent actors like Ruffalo and Perez have publicly supported other AI-related bills currently under consideration in Sacramento, including one requiring large-scale AI models to undergo safety testing before deployment.

Though the governor has taken strong action to protect actors from AI-driven risks, his relationship with the union has seen challenges. Last year, Newsom vetoed a SAG-AFTRA bill that would have extended unemployment benefits to striking actors. A similar proposal collapsed earlier this year.

With AI reshaping industries across California, the debate continues to pull in influential voices from both the tech and entertainment sectors as they grapple with the risks and opportunities the technology presents.