California’s landmark AI bill, signed by Governor Gavin Newsom on Tuesday, aims to protect performers’ digital likenesses by requiring studios and employers to obtain consent before using “digital replicas” of performers, effective January 1, 2025. The bill, known as AB 2602, covers various media platforms and job types, similar to the terms set during the 2023 actors’ strike. SAG-AFTRA strongly supports the bill, which also includes provisions for deceased performers’ estates to grant permission before using their AI likenesses. Additionally, the legislation defines digital replicas and outlines restrictions on their use, including voiding deals made without legal representation. AB 1836 expands postmortem publicity rights, with exceptions for certain projects like satire and documentaries. SAG-AFTRA praised the bill as a significant step in protecting performers in the digital age, further emphasizing the need for strong licensing guardrails. The bill passed the California State Senate with only one dissenting vote and was returned to the Assembly for final revisions, ultimately being celebrated by SAG-AFTRA President Fran Drescher as a crucial win for performers and the industry as a whole.
