Utah Artificial Intelligence Policy Act (SB 149)
UT-AIPA · Utah State Legislature
Utah SB 149 requires businesses and individuals in regulated occupations to disclose when consumers are interacting with an AI system rather than a human. It establishes liability under existing consumer protection laws for entities that fail to make required disclosures or that use AI in a deceptive manner. The law also creates an Office of Artificial Intelligence Policy within the Utah Department of Commerce to oversee AI policy development and coordinate regulatory guidance.
Overview
The Utah Artificial Intelligence Policy Act applies to persons and entities operating in regulated occupations, as defined under Utah law, and to businesses engaging consumers in covered transactions where AI is used to interact directly with individuals. The core disclosure obligation requires that any person who knows they are communicating with an AI system must be informed of that fact upon request, and that AI systems must proactively identify themselves as AI in certain consumer-facing contexts. Failure to comply with disclosure requirements may expose entities to liability under the Utah Consumer Sales Practices Act, including remedies available to the Utah Division of Consumer Protection. The Act establishes the Office of Artificial Intelligence Policy to develop voluntary and mandatory guidance, engage stakeholders, and recommend future legislative or regulatory action. Enforcement is primarily channeled through the existing consumer protection framework rather than a standalone AI enforcement body. The effective date of the Act is May 1, 2024, following signature by the Governor.
Key Requirements
- •Disclose AI involvement upon request when an individual interacts with an AI system in the context of a regulated occupation or consumer transaction
- •AI systems must proactively identify themselves as AI and not deny being an AI when sincerely asked by a user
- •Entities that violate consumer protection laws through AI use without required disclosure face liability under the Utah Consumer Sales Practices Act
- •Businesses must maintain practices sufficient to ensure AI disclosure obligations are met across customer-facing deployments
- •The Office of Artificial Intelligence Policy may issue guidance that creates additional compliance expectations for covered entities
- •Penalties follow Utah Consumer Sales Practices Act enforcement mechanisms, which include civil remedies and Division of Consumer Protection investigative authority
Who It Affects
Effective Date
2024-05-01