- jurisdiction
- US, Utah
- level
- state
- domain
- transparency
- status
- in-effect
- scope
- Requires businesses using generative AI in regulated consumer interactions to disclose AI involvement when asked; prohibits AI-generated content used to defraud or deceive consumers; establishes the Utah Office of Artificial Intelligence Policy and a regulatory sandbox.
- obligations
- Persons using generative AI in consumer interactions must clearly and conspicuously disclose AI involvement when a consumer asks whether they are interacting with AI or a human. Using generative AI to generate content with intent to defraud, deceive, or manipulate consumers constitutes a deceptive trade practice. AI tools used by licensed professionals remain subject to existing professional licensing requirements.
- effectiveDate
- 2024-05-01
- enactedDate
- 2024-03-13
- penalties
- Division of Consumer Protection may seek fines up to $2,500 per violation; potential private lawsuits for triple damages in willful cases.
- appliesTo
- businesses using generative AI in consumer interactions; regulated occupations using AI with clients
- notes
- Signed March 13, 2024; effective May 1, 2024. First US state law regulating private-sector use of generative AI. Originally set to automatically repeal May 7, 2025; SB 332 (2025) extended expiration to July 2027. 2025 amendments (SB 226, SB 332, HB 452, SB 271) added rules on consumer protection, mental-health AI applications, and deepfakes.
