New York Introduces Mandatory AI Disclosure Rules for Synthetic Performers in Advertising

New York has introduced new regulations requiring advertisers to disclose the use of AI-generated “synthetic performers” in advertisements, marking a significant step toward greater transparency in the rapidly evolving world of artificial intelligence and digital content creation.

The new law aims to ensure consumers are aware when characters, actors, influencers, or spokespersons featured in advertisements have been created or substantially altered using artificial intelligence rather than being real human performers.

Industry observers believe the legislation reflects growing concerns around authenticity, consumer trust, and the ethical use of AI-generated content as brands increasingly adopt advanced technologies for marketing and advertising campaigns.

AI Is Transforming the Advertising Industry

Artificial intelligence has become an increasingly important tool for marketers and advertisers worldwide.

Common applications include:

• Content creation
• Personalised advertising
• Virtual influencers
• AI-generated imagery
• Automated campaign optimisation

Industry analysts note that AI enables brands to create content more efficiently while delivering personalised experiences at scale.

However, the technology has also raised questions regarding transparency and consumer awareness.

Synthetic Performers Are Becoming More Common

Advancements in generative AI have enabled the creation of highly realistic digital personalities.

Examples include:

• Virtual brand ambassadors
• AI-generated influencers
• Digital spokespersons
• Synthetic actors
• Computer-generated characters

Experts believe synthetic performers offer brands new creative opportunities while reducing certain production costs.

At the same time, regulators are increasingly examining how such technologies should be disclosed to audiences.

Transparency Is Emerging as a Regulatory Priority

Governments and regulatory bodies around the world are developing frameworks to address AI-related concerns.

Key objectives include:

• Consumer protection
• Transparency requirements
• Ethical AI deployment
• Misinformation prevention
• Accountability standards

Industry observers note that clear disclosure requirements help consumers understand when AI-generated content is being used.

This can strengthen trust while promoting responsible technology adoption.

Consumer Trust Remains Critical

Trust continues to play a major role in advertising effectiveness.

Important factors include:

• Authenticity of messaging
• Brand credibility
• Transparent communication
• Ethical marketing practices
• Responsible technology usage

Experts believe consumers are more likely to engage positively with brands that openly communicate how AI is used in content creation.

Transparency can help reduce confusion and build stronger audience relationships.

The Advertising Industry Is Adapting to New Standards

As AI capabilities continue advancing, advertisers are adjusting their practices to meet emerging expectations.

Areas of focus include:

• AI governance policies
• Content disclosure mechanisms
• Ethical marketing guidelines
• Data privacy compliance
• Responsible innovation frameworks

Industry analysts note that compliance with new regulations is becoming an increasingly important component of advertising strategy.

Companies are investing in governance structures to manage AI-related risks effectively.

The Bigger Industry Shift

New York’s disclosure law reflects several broader trends shaping the future of advertising:

• Increased regulation of AI technologies
• Growing emphasis on consumer transparency
• Expansion of AI-generated content
• Rising demand for ethical marketing practices
• Greater accountability in digital communications

As artificial intelligence becomes more deeply integrated into marketing operations, regulatory frameworks are expected to continue evolving.

The Bottom Line

New York’s requirement for advertisers to disclose the use of AI-generated synthetic performers marks an important development in the governance of artificial intelligence within advertising.

By promoting transparency and consumer awareness, the law aims to balance innovation with accountability, helping ensure that AI-powered marketing remains both effective and trustworthy as the technology continues to advance.