New York Gov. Kathy Hochul on Thursday signed what her administration called the nation’s first AI bill designed to both protect consumers and increase transparency in the film industry.

The New York bill requires anyone producing or creating an ad to identify if it includes AI generated synthetic performers. A separate piece of legislation requires consent from heirs or executors if a person wishes to use the name, image, or likeness of an individual for commercial purposes after their death.

California Gov. Gavin Newsom signed a bill into law earlier this year related to AI but it was more focused on safety than on the entertainment business.

The action follows months of lobbying against a backdrop of anxiety in the entertainment business and broader society about the rapid evo

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