A New York State Law Requires Transparency for AI-Generated ‘Synthetic Performers’ in Ads
Starting immediately, any advertisements in New York that feature AI-generated people must clearly label that they’ve used a “synthetic performer.” This new law aims to keep the advertising industry honest about which actors are human and which are artificially created.
This law, signed in December by Gov. Kathy Hochul, marks a significant step towards transparency in the AI-generated advertising space. Until now, companies have largely sidestepped labeling their AI-generated performers, but New York is not alone in taking action. The US Federal Trade Commission (FTC) has also launched an investigation into misleading AI-generated ads.
The Rise of AI-Generated Performers
For those not up to speed: AI-generated performers are created using deep learning algorithms that mimic the appearance, voice, and movements of real people. They’re often used in low-budget productions, product demos, and even commercials. AI-generated performers can look and sound uncannily real, making it increasingly difficult for consumers to tell what they’re seeing.
Enforcement and Consequences
While the new law is specific to New York, its implications are broader. Companies using AI-generated performers nationwide will need to consider whether they’re complying with this new precedent. If they fail to label their synthetic performers, they could face fines and penalties under New York’s advertising laws.
**What this means:** For consumers, this new law is a win. It ensures that companies won’t deceive them with fake actors, and that they’ll have a clear understanding of what they’re seeing. It also sends a strong message to companies using AI-generated performers: honesty is key.
