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Governor Spencer Cox signed the Utah Artificial Intelligence Policy Act (AIPA), set to become effective on May 1, 2024. This is the first state law on AI in the U.S. that comprehensively tackles both public and private sector AI products and services. Its primary objective is to safeguard consumers by subjecting generative AI to Utah’s consumer protection, healthcare, and financial services regulations.

Key provisions

  • Establishes liability for the use of AI that violates consumer protection laws if not properly disclosed
  • Creates the Office of Artificial Intelligence Policy and a regulatory AI analysis program 
  • Requires disclosure when an individual interacts with AI in a regulated occupation
  • Establishes the Artificial Intelligence Learning Laboratory Program to assess technologies, risks, and policy
  • Facilitates temporary mitigation of regulatory impacts during AI pilot testing
  • Grants the office rulemaking authority over AI programs and regulatory exemptions

Fines and Penalties 

The director of the Utah Division of Consumer Protection has the authority to impose administrative fines of up to $2,500 for each violation. Additionally, individuals found in violation of administrative or court orders issued under the AIPA may face civil penalties of up to $5,000 per violation.


Businesses regulated under the AIPA must quickly adapt to comply with the new disclosure requirements before the May 1, 2024, effective date. 

Attorney Aaron Parry of Mac Murray & Shuster LLP recommends that “businesses review all automated systems incorporating generative AI to assess how such systems may interact with consumers and identify associated risks, implement strong AI compliance procedures and monitor efficacy, and ensure employees are trained on proper AI usage.”

Utah’s precedent has led many other states to introduce and explore their own AI legislation. It is important to stay informed and adaptable as the future of AI continues to evolve.

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DISCLAIMER: The information on this page and related links is provided for general education purposes only and is not legal advice. Convoso does not guarantee the accuracy or appropriateness of this information to your situation. You are solely responsible for using Convoso’s services in a legally compliant way and should consult your legal counsel for compliance advice. Any quotes are solely the views of the quoted person and do not necessarily reflect the views or opinions of Convoso.

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