A US state has moved to limit the use of AI-generated ‘actors’ after a controversy involving the virtual character Tilly Norwood.
At first glance, Tilly Norwood’s Instagram might suggest she’s an emerging actor, but that’s far from the truth.
Tilly Norwood is an entirely AI-created persona without any real-world existence.
Media coverage has sparked significant criticism against the creation of such artificial performers, drawing objections from numerous notable personalities.
Some critics have noted the implications of an AI-generated actor being a young woman, suggesting concerns about perpetuating ideals of a woman who cannot age or dissent.
Recently, another state in the US has enacted laws to regulate AI usage.
It’s no surprise that the state in question is California, where new legislation aims to shield performers from having their likenesses replicated by AI.
California’s decision follows New York, which established similar regulations at the start of 2025.
On September 17, California governor Gavin Newsom enacted two AI-related bills, Assembly Bill 2602 (AB 2602) and Assembly Bill 1836 (AB 1836).
AB 2602 stipulates that it would conflict with public policy if a contract with an actor:
These provisions address vague agreements where actors might unknowingly surrender their likenesses.
Under this law, a ‘digital replica’ is defined as a ‘computer-generated, highly realistic electronic representation that is readily identifiable as the voice or visual likeness of an individual.’
AB 1836 addresses the use of deceased individuals, prohibiting the use of a late performer’s ‘voice or likeness in an expressive audiovisual work or sound recording’ without consent from the actor’s estate.
A notable case involved James Earl Jones, who allowed the future use of an AI-generated version of his voice, known for roles like Darth Vader and Mufasa.
These California laws do not fully prohibit AI use but seek to ensure actors’ likenesses are protected from unauthorized use.
They also don’t restrict fictional AI figures like Tilly Norwood, generated from collected data but not identifiable as any particular individual.