SAG-AFTRA Praises New California Bill Restricting AI Usage Of Dead Performers

SAG-AFTRA has lauded the passage of new California bill AB 1836, which restricts the usage of artificial intelligence replicas of dead performers.

“For those who would use the digital replicas of deceased performers in films, TV shows, videogames, audiobooks, sound recordings and more, without first getting the consent of those performers’ estates, the California Senate just said NO,” a SAG-AFTRA spokesperson said in a statement to Deadline. “AB 1836 is another win in SAG-AFTRA’s ongoing strategy of enhancing performer protections in a world of generative artificial intelligence. The passing of this bill, along with AB 2602 earlier this week, build on our mosaic of protections in law and contract.”

The statement continued, “Both of these bills have been a legislative priority for the union on behalf of our membership and beyond, making explicit consent in California mandatory.  We look forward to these bills being signed by Governor Gavin Newsom.”

Per the bill’s language, AB 1836 establishes “a cause of action in an amount equal to the greater of $10,000 or the actual damages suffered by the person or persons controlling the rights for the unauthorized production, distribution, or availability of a digital replica, as defined, of a deceased personality in an audiovisual work or sound recording.”

As previously reported by Deadline, SAG-AFTRA praised the passage of AB 2602 earlier this week, calling it a “huge step forward” for all performers. The bill, which was introduced back in April and passed Aug. 27, requires studios, streamers and other employers to seek specific permission from performers to create digital replicas.

SAG-AFTRA has been dialed in on AI protections for well over a year now, since the guild’s 118-day strike that largely hinged on provisions around the use of members’ digital replicas. The union is currently on strike against major video game companies for the same reason.

The union has also been pushing for bipartisan legislation at the federal level, urging lawmakers to pass the NO FAKES Act, which would offer historic federal IP protections against the misappropriation of voice and likeness performance in sound recordings and audiovisual works. In late July, the studios expressed their support of the act via the Motion Pictures Association.