New York has become the first U.S. state to require that advertisements identify actors created with artificial intelligence, a move aimed at giving viewers clearer information about what they are seeing in commercials.

The new law, which has taken effect, applies to ads that use so-called synthetic performers. Under the rule, advertisers must disclose when a person appearing in an ad was generated by AI rather than filmed in real life. The measure is part of a broader push to address the growing use of AI tools in media and marketing.

Supporters of the requirement say disclosure is important because AI-generated images and voices can be difficult for audiences to distinguish from authentic human performances. In advertising, where trust and product claims are central, lawmakers and advocates have argued that consumers deserve to know whether an on-screen spokesperson is real or artificial.

The law positions New York as an early mover in regulating one of the most visible uses of generative AI. Advertising and entertainment companies have increasingly turned to AI-assisted tools for creating characters, voices and other visual elements, raising questions about transparency, consent and labor.

While the new standard applies specifically to ads in New York, it could have implications well beyond the state. Major brands and agencies that run campaigns nationally may choose to adopt similar disclosures across broader markets rather than tailor ads by location. That could make New York’s rule a template for other states considering comparable measures.

The requirement also reflects a wider regulatory debate over how to manage AI without slowing innovation. State lawmakers around the country have introduced bills addressing deepfakes, digital impersonation and AI-generated content, but approaches have varied. Some proposals focus on elections or fraud, while others seek to protect artists, actors and consumers from deceptive synthetic media.

New York’s law is among the first in the country to target advertising specifically. That focus matters because ads often rely on persuasive imagery and recognizable personalities, making clear labeling especially important when AI is involved.

The change comes as companies across the technology, media and marketing sectors are racing to define acceptable uses of AI-generated content. Industry groups have warned that rules need to be workable, while critics of synthetic media say disclosure is a basic safeguard that should be required whenever audiences could be misled.

The new policy does not ban AI-generated performers. Instead, it requires that they be identified. That distinction allows advertisers to keep using the technology while making the source of the image or character more transparent.

As AI becomes more common in commercial production, New York’s approach may serve as a test case for how regulators can balance innovation with consumer awareness. For now, the state has set a precedent: if an ad includes a performer created by AI, viewers in New York must be told so.