Artificial Intelligence Consumer Protection, Utah Code chapter 13-75
Any supplier using generative artificial intelligence to interact with a person in a consumer transaction, and separately anyone providing services in a licensed or state-certified occupation. No size threshold, and it reaches out-of-state sellers dealing with Utah consumers. The definition is narrow: the system must be designed to simulate human conversation and produce unscripted output. A scripted chatbot or a recommendation engine falls outside it.
- 01If a customer clearly and unambiguously asks whether they are speaking to a person or a machine, tell them it is artificial intelligence. That is the whole of the duty for an ordinary business.
- 02If you hold a professional licence: disclose proactively, but only where the interaction collects sensitive personal information or gives personalised financial, legal, medical or mental-health advice.
- 03Deliver that disclosure verbally at the start of a spoken interaction, and in writing before a written one.
- 04Consider taking the statutory safe harbour: disclose clearly at the outset and throughout that the system is artificial intelligence and not a person. Doing so removes exposure entirely.
- 01Nothing. Every duty sits on the business or the licensed individual. A vendor whose product ships with a permanent notice that it is an artificial intelligence assistant hands its customer the safe harbour, which is a commercial argument rather than a legal obligation.
- 01No proactive notice for an ordinary business. The 2025 amendment repealed the earlier provision and added the requirement that the customer ask clearly and unambiguously first.
- 02Proactive disclosure for licensed occupations is now limited to high-risk interactions, not every interaction. That is a substantial narrowing from the original 2024 law.
- 03No registration, impact assessment, audit, bias testing, record-keeping or inventory.
- 04No obligation to label AI-generated marketing content, images or copy.
- 05No private right of action.
Administrative or court fine up to $2,500 per violation, plus injunctions, disgorgement, payment to injured individuals, and the Division's costs. Breaching an order carries up to $5,000 per violation.
We do not operate a customer-facing conversational system in Utah. Included because it is the rule most often described to small businesses as requiring a permanent chatbot banner, and after the 2025 amendment it does not.
“shall disclose that the individual is interacting with generative artificial intelligence and not a human, if the individual asks”
Utah Code § 13-75-103(1)(a)