The rise of Tilly Norwood, a fully AI-generated “actress” created by Particle6, has triggered new legal protections in California aimed at safeguarding performers from unauthorized AI likeness use. Tilly’s virtual presence and media activity sparked uproar among actors and Hollywood unions, who stress that she is a replica devoid of lived experience or true artistry.
California’s Governor Gavin Newsom signed Assembly Bills 2602 and 1836 designed to prohibit contracts allowing studios to digitally replicate an actor’s voice or image without clear consent or representation. The laws also require estate approval before deceased actors’ likeness can be used.
While fictional AI characters like Tilly who aren’t modeled on actual people remain legal, the bills affirm human actors’ rights and limit exploitation by AI in the industry.
The legislation follows growing unease among creatives as technological innovation accelerates, raising questions about ethics, jobs, and identity in entertainment.
