Why California’s AI Bill Matters for Voice Actors, Brands, and Campaigns
- Jim Kennelly
- Sep 26
- 2 min read
It's a Turning Point for AI and Voice
Artificial intelligence is moving at breakneck speed. For those of us in voice over and marketing, it can feel like the ground shifts every day. New tools and synthetic voices are appearing constantly, bringing incredible possibilities, and very real uncertainty.
That’s why developments on the regulatory side matter. A new California bill, SB 53, is currently moving through the legislature. Since California often sets the tone for national policy, this legislation could shape how AI is used across industries. The goal is not to slow progress, but ensuring progress happens responsibly.
“The final version of SB 53 will ensure California continues to lead not only on AI innovation, but on responsible practices to help ensure that innovation is safe and secure.”
– Senator Scott Wiener
What California’s AI Safety Bill Proposes
SB 53, introduced by State Senator Scott Wiener, is designed to establish ground rules for the most advanced AI models, including those that power synthetic voices. Key measures include:
Risk Assessment: Companies must regularly test and report on potential risks from large-scale AI models.
Safety Guardrails: Developers are required to notify the state if models attempt to bypass built-in safety features.
Supporting Innovation: The bill calls for creating CalCompute, a public cloud resource that provides affordable access to computing power for startups, researchers, and educators.
Why This Matters for Voice Actors and Brands
At first glance, this California tech bill may not seem relevant to voice actors auditioning in New York or a brand producing an ad in London. But this is one of the first real frameworks for ethical AI use—and it will influence everyone working with audio and content.
For voice talent, it signals that lawmakers are beginning to protect human creativity and set guardrails against misuse.
For brands and advertisers, it represents the beginning of a roadmap for responsible AI voice consulting. Soon, ethical use will not just be best practice, but will be the legal standard.
The Future of Voice Over and AI
The future of our industry is not about humans versus machines. It’s about a partnership where authentic human voices are supported, not replaced, by technology. Voice actors bring cultural nuance, emotion, and sincerity that AI cannot replicate. At the same time, AI tools can expand creative possibilities when used thoughtfully and ethically.
At Lotas Productions, our multi-generational, diverse team is committed to guiding clients and talent through this evolving landscape. Whether it’s a traditional recording or a hybrid project blending AI and human voices, we believe in using technology to amplify creativity, not diminish it.
The rules of AI are being written right now. Staying informed and working with partners who value ethics and creativity is the best way forward.
Let's navigate this together!
If you have questions about how AI fits into your next project, or how to approach AI voice consulting responsibly, we’d love to start the conversation.
