Gov. Kathy Hochul on Thursday signed two bills backed by SAG-AFTRA that will regulate the use of “synthetic” AI performers in New York.

One bill will require disclosure when an AI performer is used in advertising, while the second will forbid the use of a dead performer’s likeness to create a deepfake without the estate’s consent.

SAG-AFTRA pushed for similar legislation in California last year, winning approval of a law that protects dead performers from AI replicas.

The New York legislation goes further on the advertising front, requiring advertisers to “conspicuously disclose” when a synthetic performer has been used. A synthetic performer is a digital character generated by artificial intelligence that does not resemble an actual person. Requiring such disclosure could protect t

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