California passes landmark bill on AI replication of deceased performers

California lawmakers passed legislation requiring consent for AI replication of dead performers. The bill is a significant victory for SAG-AFTRA in its ongoing fight against what it sees as unchecked AI usage in entertainment.

As the entertainment industry grapples with the implications of AI technology, the legislation requires consent from the owner of the estate before a dead actor or performer’s likeness can be replicated by artificial intelligence. The requirements aim to protect performers’ rights in the digital age and shape the future relationship between artificial intelligence and creative professionals.

The bill covers a wide range of media, including films, TV shows, video games, audiobooks, commercials, and sound recordings with damages for violations of at least $10,000.

Earlier this year, hip-hop icon Tupac Shakur’s estate threatened to sue Drake over the unauthorized use of Tupac’s likeness in a diss track which featured an AI-generated form of the late rapper's voice.

“Not only is the record a flagrant violation of Tupac’s publicity and the estate’s legal rights, it is also a blatant abuse of the legacy of one of the greatest hip-hop artists of all time,” a lawyer for Tupac’s estate wrote.

Gov. Gavin Newsom has until Sept. 30 to sign the bill into law.

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