According to Cointelegraph, California lawmakers are actively drafting new laws to regulate the development and use of artificial intelligence. On August 31, the California Senate passed AB 1836, which requires explicit consent before making AI-generated replicas of deceased performers.
The bill states that no one may create, distribute, or make available a digital reproduction of the voice or image of a deceased person without explicit consent, and violators will face a fine of $10,000 or actual damages.
A “digital replica” is a highly realistic computer-generated digital representation of an individual whose voice or visual image is clearly identifiable. The bill also includes AI-modified performances or appearances.
The bill now goes to California Governor Gavin Newsom for final approval. AB 1836 is backed by organizations such as SAG-AFTRA, one of the largest performers' unions in the U.S., and is expected to pass.
The issue of AI replicating performers' images has sparked heated debate in Hollywood and was one of the main negotiating points for the 2023 SAG-AFTRA strike. SAG-AFTRA also reached a preliminary agreement with top record companies in April 2024 to prevent the misuse of AI.
Additionally, in November 2023, Universal Music Group used AI to recreate John Lennon’s voice and released The Beatles’ last song (Now and Then).