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The regulation of artificial intelligence is undergoing a momentous transformation in 2025, with a particular focus on consumer-facing applications. Companies using AI chatbots, automated decision systems, and generative technologies must prepare for an increasingly complex and rigorous regulatory landscape.
The Evolution of the AI Regulatory Framework in 2025
The Normative Paradigm Change
The year 2025 marks the end of the "Wild West" era of AI development. The European AI Act went into effect on August 1, 2024, with the main provisions becoming operational during 2025: AI literacy obligations became effective on February 2, 2025, while governance rules and obligations for GPAI models became applicable on August 2, 2025.
The Three-Level Normative Approach
Emerging regulations follow an approach structured around three levels of risk:
1. Critical Infrastructure AI Systems: Applications in healthcare, transportation, energy, and financial markets now require pre-deployment certification, continuous monitoring, and meaningful human oversight.
2. AI Consumer-Facing: Applications that interact directly with consumers must provide clear communications about AI use, maintain comprehensive audit trails, and implement bias detection protocols.
3. AI General Purpose: General systems also require registration, basic security testing, and disclosure of training methodologies.
California's Pioneering Regulations.
SB 243: Protection from Chatbot "Predators"
California Senate Bill 243, introduced by Senator Steve Padilla, came about in response to the tragic suicide of Sewell Setzer, a 14-year-old Florida boy who took his own life after developing an emotional relationship with a chatbot.
SB 243 Key Requirements:
- Prohibition of reward systems that encourage compulsive use
- Implementation of protocols to detect and respond to suicidal ideation
- Reminder every three hours that the chatbot is not human
- Annual reporting to the Office of Suicide Prevention.
- Mandatory independent audits with public results
The legislation provides for a private lawsuit with actual or statutory damages of $1,000 per violation, whichever is greater.
SB 420: California's AI Bill of Rights.
SB 420 aims to provide a regulatory framework to ensure that AI systems respect human rights, promote fairness, transparency and accountability. The legislation regulates the development and implementation of "high-risk automated decision-making systems" by requiring impact assessments to evaluate purpose, use of data, and potential for bias.
Consumer Notification Obligations: Under SB 420, individuals subject to automated decision-making systems must know when the tool is being used to make decisions about them, receive details about the system, and, where technically feasible, have the opportunity to appeal those decisions for human review.
The National Trend: Disclosure Requirements for Chatbots
Widespread Legislative Activity
Alabama, Hawaii, Illinois, Maine, and Massachusetts have all introduced regulations in 2025 that would make failure to notify when consumers interact with AI chatbots a violation of the Unfair or Deceptive Acts or Practices (UDAP), subjecting companies to Attorney General investigations and potential private actions.
Examples of state regulations (U.S.)
Hawaii (HB 639): Would classify as unfair or deceptive the use of AI chatbots capable of mimicking human behavior without first communicating it to consumers in a clear and visible manner. Small businesses that unknowingly use AI chatbots are exempt unless clear notifications are provided.
Illinois (HB 3021): Would amend the Consumer Fraud and Deceptive Business Practice Act to require clear notification when consumers communicate with chatbots, AI agents, or avatars that might lead consumers to believe they are communicating with humans.
The Existing Regulatory Framework
The California Pioneer Bot Law (2019)
California enacted the first bot disclosure law (Cal. Bus. & Prof. Code § 17940-17942) requiring disclosure when bots are used to "knowingly deceive" a person for business transactions or electoral influence.
The Complete Utah Approach
Utah's Artificial Intelligence Policy Act, effective May 1, 2024, requires consumer-facing bots to disclose "on demand" that consumers are interacting with "generative artificial intelligence and not a human."
Enforcement and Sanctions
California Application Record
In 2022, customers of the weight loss app Noom sued the company for allegedly violating California's bot disclosure law, claiming that Noom falsely represented that members would receive personalized plans from human coaches when they were actually automated bots. The parties reached a settlement worth $56 million.
Federal Supervision
The FTC issued guidelines requiring companies to "be transparent about the nature of the tool users are interacting with" and warned against using automated tools to trick people.
EU Regulatory Developments
AI Act Requirements
According to the EU AI Act, as of August 2026, AI providers must inform users when they interact with AI unless it is obvious. AI-generated content must be clearly labeled in a machine-readable manner, except for minor changes.
Implications for Businesses and Compliance
Broad Scope of Application
Even companies that do not consider themselves AI companies could use chatbots subject to regulation. Chatbots are pervasive in customer service, healthcare, banking, education, marketing and entertainment.
Implementation Challenges
Companies must navigate a fragmented regulatory landscape with varying requirements across jurisdictions. The lack of federal preemption means that companies must comply with different requirements in different states.
Compliance Strategies for Companies
1. Audit and Evaluation of Existing Systems
- Complete inventory of all AI systems and chatbots used
- Risk level classification for each system
- Assessment of compliance with existing regulations
2. Implementation of Transparent Disclosure
- Clear and visible notifications when consumers interact with AI
- Simple and understandable language
- Strategic positioning of disclosures in the user interface
3. Development of Security Protocols
- Detection systems for malicious content or bias
- Escalation protocols for high-risk situations
- Continuous monitoring of system performance
4. Training and Internal Governance
- Staff training on regulatory requirements
- Cross-functional AI governance committees
- Regular updating of company policies
The Future of AI Consumer Regulation
Emerging Trends
State legislators are considering a diverse range of AI legislation, with hundreds of regulations introduced by 2025, including comprehensive consumer protection laws, sector-specific regulations and chatbot regulations.
Competitive Impact
Organizations that prioritize AI governance will gain a competitive advantage, as proactive compliance is the key to unlocking the full potential of AI while avoiding legal pitfalls.
Conclusion
The regulatory landscape for consumer-facing AI applications is evolving rapidly, with California leading the way through comprehensive legislation addressing both chatbot security (SB 243) and transparency of broader AI decisions (SB 420).
This patchwork of state-level regulations creates compliance challenges for companies operating in multiple jurisdictions, while the lack of federal preemption means that companies must navigate varying requirements.
The emphasis on transparency, human oversight rights, and protection of vulnerable populations signals a shift toward more prescriptive AI governance that prioritizes consumer protection over innovation flexibility.
FAQ - Frequently Asked Questions about AI Consumer Regulation.
What are consumer-facing AI applications?
Consumer-facing AI applications are artificial intelligence systems that interact directly with consumers, including customer service chatbots, virtual assistants, recommendation systems, and conversational AI used in industries such as e-commerce, healthcare, financial services, and entertainment.
What are the main disclosure requirements for AI chatbots?
The main requirements include:
- Clear and visible notification that the user is interacting with an AI system
- Proactive disclosure for regulated sectors
- Information on the nature and capabilities of the AI system
- Right to request human intervention when technically feasible
Does SB 243 of California apply to all chatbots?
No, SB 243 specifically applies to "companion chatbots"- AI systems with natural language interfaces that provide adaptive, human-like responses and are capable of meeting users' social needs. Not all customer service chatbots necessarily fall under this definition.
What are the penalties for noncompliance?
Penalties vary by state but may include:
- Civil fines of up to $20,000 per violation (Colorado)
- Statutory damages of $1,000 per violation or actual damages (California SB 243)
- Fines of up to $50,000 (Illinois)
- Private lawsuits and injunctive relief
How can a company prepare for compliance?
Companies should:
- Conduct a comprehensive audit of all AI systems used
- Implement clear and transparent disclosures
- Develop security protocols and monitoring
- Train staff on regulatory requirements
- Establish internal AI governance committees.
Does the European AI Act affect non-European companies?
Yes, the AI Act applies to any AI system that serves users in the EU, regardless of where the company is based. Starting August 2026, providers will have to inform users when they interact with AI unless it is obvious.
What if my company operates in multiple US states?
Companies must comply with the laws of each state in which they operate. Currently, there is no federal preemption, so it is necessary to develop multi-state compliance strategies that meet the most stringent requirements.
Do small businesses have exemptions from AI regulations?
Some regulations provide exemptions or reduced requirements for small businesses. For example, Hawaii HB 639 exempts small businesses that unknowingly use AI chatbots as long as they comply after receiving proper notification.
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