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Committee advances SB 11 to label and limit misuse of AI-generated likenesses
Summary
SB 11 would require warnings on consumer‑facing AI tools that create image, voice or video ‘likeness’ replicas, add remedies for victims and restrict use of AI to tamper with evidence. The author and supporters argued the bill targets nonconsensual deepfakes; business groups sought clarifying amendments on scope and labeling.
Sen. Ashby urged passage of SB 11, the “AI Abuse Protection Act,” which would extend statutory protections to include AI‑generated images, voice and video replicas in the state’s definition of likeness and create penalties and consumer warnings aimed at nonconsensual deepfakes and image‑based abuse.
Steve Wimmer of the Transparency Coalition and other advocates said the measure would protect people — particularly women and young people — from explicit nonconsensual deepfakes and other identity misuse. Wimmer told the committee that 95% of identified deepfakes are sexually explicit and typically target women.
Business, technology and trade groups raised implementation concerns. The California Chamber of Commerce asked the author to narrow the bill so it applies to consumer‑facing applications explicitly marketed to create digital replicas, and to clarify labeling obligations and penalties. TechNet and others echoed the call for targeted fixes and said the author had provided responsive amendments during the hearing.
The author said she would continue negotiations with industry stakeholders to preserve core protections — especially robust consumer warnings — while avoiding overly broad language that could capture general‑purpose AI tools. The committee recommended the bill pass to the next policy committee for consumer protections and requested continued stakeholder discussion.
