Hollywood will require consent to make AI deep fakes of deceased stars

New bill forces Hollywood movies to require consent to make Artificial Intelligence deep fakes of deceased stars.

Hollywood movies will require consent to make artificial intelligence deepfakes of deceased stars.

The California Senate has passed a law that compels films to seek consent from the estates of late actors and actresses after calls from industry groups.

The union SAG-AFTRA said in response: “For those who would use the digital replicas of deceased performers in films, TV shows, video games, audiobooks, sound recordings and more, without first getting the consent of those performers’ estates, the California Senate just said NO.

“AB 1836 is another win in SAG-AFTRA’s ongoing strategy of enhancing performer protections in a world of generative artificial intelligence.”

The bill covers still images, voice reproductions or even a full character.

It comes after the union – which went on strike between July and November last year demanding better pay and protection from AI – saw their campaigning lead to many deals being brokered between the estates of stars such as Judy Garland, James Dean, Laurence Olivier, and Burt Reynolds. These included companies such as Narrativ and Eleven Labs.

The union added: “The passing of this bill, along with AB 2602 earlier this week, builds on our mosaic of protections in law and contract.

“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.”