Utah AI Policy Act: When Your Business Must Disclose It's Using AI

In effect Primary law: Utah AI Policy Act · Utah Code § 13-72-101 et seq. (SB 149, 2024; amended 2025)

Utah was the first state to enact a general generative-AI consumer-protection law — the Artificial Intelligence Policy Act (SB 149), in effect since May 1, 2024 and amended in 2025. Its core idea is simple but consequential: businesses can't hide behind AI. If you deploy generative AI in consumer interactions, you remain liable under Utah's consumer-protection laws for what your AI says, you must disclose AI use when a consumer clearly asks, and people in regulated occupations must proactively disclose AI use in high-risk interactions.

What the law requires

Disclose AI on a clear request. If a consumer clearly asks whether they're interacting with AI, a supplier using generative AI in a consumer transaction must disclose that they're dealing with generative AI, not a human.
Disclose proactively in high-risk regulated interactions. People in state-regulated occupations (e.g., health, legal, financial) must prominently disclose generative-AI use up front in 'high-risk' interactions involving sensitive advice or data.
You can't blame the AI. It is no defense that the AI made the offending statement — suppliers remain liable under Utah consumer-protection law for what their generative AI does.
Use the self-identification safe harbor. A safe harbor applies where the AI clearly self-identifies, which is the cleanest way to satisfy the disclosure duty.

Who must comply

Suppliers that use generative AI in consumer transactions in Utah, and individuals in state-regulated occupations who use generative AI in high-risk interactions. The disclosure-on-request duty is broad (any covered supplier), while the proactive-disclosure duty is targeted at regulated professionals handling sensitive matters.

Penalties & enforcement

The Utah Division of Consumer Protection (and the Attorney General) enforce. Administrative fines run up to $2,500 per violation, and up to $5,000 per violation for breaching a division order, plus injunctive relief. The law's sunset was extended to July 1, 2027.

How to comply: a practical checklist

Identify every consumer-facing generative-AI touchpoint (chatbots, AI agents, AI-drafted communications).
Build a reliable way to answer truthfully — ideally have the AI clearly self-identify — when a consumer asks whether they're talking to AI.
For regulated-occupation interactions, add prominent up-front AI-use disclosure in any high-risk interaction (health, legal, financial, sensitive data).
Use the self-identification safe harbor: design the AI to disclose itself by default.
Don't rely on an 'the AI did it' defense — keep humans accountable for AI outputs and maintain consumer-protection-compliant review.
If you run mental-health chatbots, layer in Utah's separate HB 452 requirements for those products.

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The laws this guide is built on

Every claim above traces to one of these verified entries in our index. Each links to its full record and its official source. Status labels reflect the live dataset as of 2026-06-17.

In effect Limited protection

Utah AI Policy Act

Utah · Effective 2024-05-01 · Utah Code § 13-72-101 et seq. (SB 149, 2024; amended 2025)

The first state generative-AI consumer law: businesses can't hide behind AI — they remain liable under consumer protection law for what their chatbots say. People in regulated occupations (like healthcare providers) must proactively disclose AI use in high-risk interactions, and any business must disclose AI use when clearly asked.

View full entry → · Official source ↗
In effect Limited protection

Utah S.B. 226 (must disclose you're talking to AI on request; AI use no excuse)

Utah · Effective 2025-05-07 · Utah Laws 2025, S.B. 226; Utah Code 13-75-101 to 13-75-106

Utah requires businesses using generative AI in consumer interactions to come clean about it. If a consumer clearly asks whether they are dealing with AI, a supplier must disclose they are interacting with generative AI and not a human. People in licensed occupations must prominently disclose AI use up front in 'high-risk' interactions (health, financial, legal, mental-health advice or sensitive data). A safe harbor applies for clear self-identification, and it is no defense that the AI made the offending statement.

View full entry → · Official source ↗
In effect Limited protection

HB 452 (Mental Health Chatbots)

Utah · Effective 2025-05-07 · Utah Code § 13-2c-101 et seq. (HB 452, 2025)

Utah regulates AI chatbots that act like therapists: suppliers must clearly disclose the chatbot is not human, may not advertise products mid-conversation without disclosure, and may not sell or share users' individually identifiable health information.

View full entry → · Official source ↗

Browse all Utah AI laws in the directory → · See the transparency topic → · Utah jurisdiction overview →

Frequently asked questions

When must a Utah business disclose it's using AI?

Whenever a consumer clearly asks whether they're interacting with AI, a covered supplier must disclose generative-AI use; regulated-occupation licensees must also disclose proactively in high-risk interactions. See the Utah AI Policy Act entry and the SB 149 text.

Can a company blame its chatbot for a violation?

No. Under the Act (and the 2025 SB 226 amendments), it's no defense that the AI made the statement — the supplier remains liable under Utah consumer-protection law.

What are the penalties?

The Utah Division of Consumer Protection can impose administrative fines up to $2,500 per violation, and up to $5,000 per violation of a division order, plus injunctive relief.

Is there a safe harbor?

Yes — if the AI clearly self-identifies as AI, that satisfies the disclosure duty, which is the most reliable compliance design.

Are there special rules for AI mental-health chatbots in Utah?

Yes. Utah's HB 452 adds specific requirements for mental-health chatbots on top of the general AI Policy Act.