If you use a bot powered by artificial intelligence to interact with consumers, you need to disclose it.
A new law in Maine that goes into effect in September 2025 requires businesses to notify consumers in a clear and conspicuous manner that they are not engaging with a human being.
Not doing so may be deemed unfair and deceptive.
In the process, Maine joins a number of U.S. states with similar laws that focus on AI transparency.
[View source.]
