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.