In a pivotal meeting on September 20, 2024, the New York State Legislature underscored the urgent need for regulations surrounding artificial intelligence (AI) to safeguard consumers and protect creative professionals. The discussions highlighted the growing threats posed by AI, particularly in the realms of nonconsensual replication of voice and likeness, which have become increasingly prevalent in scams targeting unsuspecting consumers.

Rebecca, a representative from SAG-AFTRA, emphasized the existential risks AI poses to creative workers and the broader public. She pointed out that AI technology is making it alarmingly easy to create realistic digital replicas of individuals, leading to significant exploitation. "Scammers using AI technology have aggressively taken to social media with AI-generated versions of beloved celebrities to defraud consumers," she stated, citing instances where famous figures like Tom Hanks and Taylor Swift have been misused in fraudulent schemes.

The meeting also addressed the recent historic agreements reached by SAG-AFTRA with major entertainment unions, which included comprehensive terms governing AI's use in replicating voices and likenesses. These agreements followed a lengthy strike that highlighted the industry's struggle to adapt to the rapid advancements in AI technology. New York has already enacted laws to protect individuals from exploitation through nonconsensual deep fakes and is poised to introduce further legislation requiring informed consent for the use of digital replicas.

Rebecca called for clear disclaimers for AI-generated content and standards to track and source such material, stressing that consumers should be aware when they are interacting with AI. "If a consumer is engaging with a synthetic AI-created voice or likeness, they should, at the minimum, know that it is AI," she asserted.

The discussions also touched on the broader implications of AI misuse, which not only harm individuals but also damage the reputation of legitimate businesses and erode public trust in media. As the meeting concluded, there was a strong consensus on the necessity of thoughtful regulation to protect both consumers and workers in an era where AI continues to evolve rapidly. The legislature looks forward to advancing smart, worker-centered AI policies in the coming years.