Any advertisements in New York that feature artificial intelligence-generated people in place of actors will now be violating state law if they don't clearly label that they have used a “synthetic performer.”
The law, signed in December by Gov. Kathy Hochul, went into effect Tuesday. Her office is calling it a “first-in-the-nation law” that will boost transparency at a time when it says AI generated performers are popping up across all forms of media, including on social platforms and in digital advertising.
Synthetic performers are defined under state law as “digitally-created media that appear as a real person.” The law applies to ads in any medium.
“In New York, we are setting the rules of the road instead of letting AI run the show,” Hochul, a Democrat, said in a statement. The "simple, honest disclosure" required by the law “protects consumers, respects our creative workforce and keeps New York at the forefront of responsible innovation,” she said.
Ads that don't “conspicuously disclose” that they have used a synthetic performer will be subject to a penalty of $1,000 for a first violation and $5,000 for any further violations.
There are specific carve outs listed in the law to exempt ads for movies, television shows, streaming content, video games and other works that feature synthetic performers in the entire work. It also doesn't apply to audio advertisements or ads where AI is solely used for language translation.
When the law was making its way through the state legislature last year, the American Association of Advertising Agencies and several other advertising organizations issued statements in strong opposition to the law.
The 4As, as the organization is better known, said in one blog post that it would hurt advertisers by “injecting compliance uncertainty into the advertising process, burdening brands (and their agencies) who advertise in New York and undermining creative and technological innovation.”
Other organizations, like the The New York State Broadcasters Association, said in public statements during the legislation's journey to become law that they were relieved to see some of those carve outs that were created through amendments, but remained concerned about the broad definition of a synthetic performer.
The biggest supporter of the law was SAG-AFTRA, the actors' union that recently ratified a new contract with studios and streamers that they say provides further protections against synthetic performers.
The law is one of many proposed or enacted in several U.S. states with the goal of boosting job security for real humans or curbing the potential privacy and safety risks posed by AI. The existing state laws that have been passed include barring deepfakes in specific instances, limiting the collection of certain personal information and requiring more transparency from companies.
Just after Hochul signed the synthetic performers law in December, President Donald Trump signed an executive order pressuring states not to regulate AI. The move came out of fear that the patchwork of regulations across the states could impede AI companies’ growth and allow China to catch up to the U.S. in the AI race. Critics of the executive order argue it will allow tech companies to operate with little to no oversight.
FILE - New York Gov. Kathy Hochul speaks at a news conference, Feb. 20, 2025, in New York. (AP Photo/Julia Demaree Nikhinson, File)
IRVINE, Calif. (AP) — In many previous World Cup cycles over the past three decades, the best and most accomplished players on the U.S. men's roster were their goalkeepers.
Kasey Keller. Brad Friedel. Tim Howard. Brad Guzan. They all played on major international club stages, and their national team could always count on having elite talent in net, even when the rest of the roster wasn't world-class.
That's no longer the case as the current American team prepares for its home World Cup.
While Matt Freese and Matt Turner are both solid domestic professionals, they have yet to match their esteemed predecessors' level of international accomplishment for club or country. Both are hoping they can summit that obstacle over the next few weeks — as soon as coach Mauricio Pochettino lets them know who's starting Friday night, that is.
“It’s fair to say the U.S. has a great goalkeeping corps, historically,” said Freese, the New York City FC keeper. “I was a fan of that goalkeeping corps for most of my life. Still am. And so it’s an honor to be on this team and be a part of that group to hopefully continue that great legacy.”
The U.S. arrived at its final World Cup training base in Orange County this week, but Pochettino has yet to announce which of his goalkeepers will start when his team opens the group stage against Paraguay in Inglewood, California — and it's tough not to see that as an indicator of the state of the U.S. situation in net.
Freese has been the Americans' regular starter since the CONCACAF Gold Cup last summer, while Turner was their starter at the 2022 World Cup in Qatar under coach Gregg Berhalter. Freese seems likely to be Pochettino’s pick for Friday, but the fact that it hasn’t been made yet is interesting for both competitors for the job.
“Not a ton of clarity, but I think the messaging for me is just to always be ready,” Turner said Tuesday. “It’s about training really well, keep fighting, and then the decision will be made."
No matter who gets the nod, the U.S. will have a Major League Soccer goalkeeper in net at the World Cup for the first time. That's a coup for MLS, but the Americans are used to fielding goalies who had success beyond their shores.
The 27-year-old Freese has spent his pro career in MLS since he left Harvard in early 2019. The 31-year-old Turner is also back in North America's top league with the New England Revolution after his European career stalled before it really got rolling.
Pochettino has split up the time in net in the Americans’ four matches in 2026, even working third-stringer Chris Brady into the mix. Turner started their friendly against Senegal last month, while Freese got his turn last weekend against Germany.
Turner knows he is probably behind Freese on Pochettino's depth chart, but the lack of a starting announcement has him working just that much harder.
“Given the fact that I haven’t played a ton in the last year for the national team, of course, for me, that makes me feel like the door is always cracked,” Turner said. “Everyone has a chance. But I think the coach will always pick the guy that’s playing the best, and he’s going to make the right decision for the team, and whatever my role is going to be, I’m going to be ready to do it to the best of my ability.”
Turner made his U.S. debut in early 2021, while Freese only got his first U.S. callup in January 2025, finally making his debut last June. But he quickly seized the starting job and played all six Gold Cup matches, earning praise for a run that included two clean sheets and three penalty saves during a successful shootout.
“I dream of this opportunity,” Freese said. “You work for this opportunity, but you never know if it’s going to come. I learned probably nine years ago, the ones that work hard without the promise of reward are the ones that usually succeed.”
NOTES: All 26 players participated in a full practice Tuesday for the first time in this World Cup training cycle. Tyler Adams, who sat out Monday's light workout for a maintenance day, was in the mix along with defender Chris Richards, who went through his second straight full practice while recovering from an ankle injury he picked up last month with Crystal Palace.
AP World Cup: https://apnews.com/fifa-world-cup
United States head coach Mauricio Pochettino speaks to reporters after the national team's first practice at its World Cup soccer tournament training base in Irvine, Calif., Monday, June 8, 2026. (AP Photo/Greg Beacham)
FILE - United States goalie Matt Freese (25) directs his team during the first half of an international friendly soccer game against Turkey, Saturday, June 7, 2025, in East Hartford, Conn. (AP Photo/Mary Schwalm, File)
