The AI Likeness Protection Act aims to regulate the unauthorized distribution of realistic representations of individuals created using generative artificial intelligence (GenAI) systems. The bill defines a GenAI system as a technology that generates synthetic content, including text, images, video, and audio, that closely emulates real individuals. It establishes that a "realistic representation" is an electronic portrayal that is highly lifelike and can mislead viewers into believing it depicts an actual person, even if the individual did not perform or appear in the content. The bill emphasizes the potential for GenAI to create content that can defame, appropriate likenesses, or inflict emotional harm, necessitating protective measures for individuals' rights over their own identities.

Under the provisions of the bill, individuals or entities must obtain consent from the person represented or their legal guardian before publishing or distributing a realistic representation. If consent is not obtained, the affected individual can pursue a civil action for damages, which may include injunctive relief and recovery of profits from the unauthorized use. The bill also outlines defenses for defendants, such as including disclaimers that the content was generated by a GenAI system. Notably, if a minor is found liable for a first violation, the plaintiff is limited to injunctive relief, while subsequent violations allow for full remedies. The act is designed to address the unique challenges posed by the rapid advancement of GenAI technology in creating deceptive content.