Pennsylvania consumers will soon be notified if the content has been generated using artificial intelligence following a new bill the House passed on Wednesday.
The bill was voted 146-54, pushing it to the state Senate for consideration, with all Democrats in favor while Republicans were split.
Pennsylvania Bill Requires Warning on AI-Generated Content
Rep. Chris Pielli, the bill's prime sponsor, explained that it is designed to protect consumers from the rampant use of AI-generated content online. "If it's AI, it has to say it's AI. Buyer beware," he added.
The notice must be displayed during the content's first appearance to consumers. According to Pielli, the bill also aims to protect news organizations and prevent them from publishing AI content.
The new bill is expected to affect the state's Unfair Trade Practices and Consumer Protection Law since it would require a "clear and conspicuous disclosure" if any AI has been utilized to create texts, images, audio, or video.
Pennsylvania Chamber of Business Industry Opposes Bill
In a statement, the Pennsylvania Chamber of Business Industry argued that the bill could expose businesses to civil legal actions. The chamber specifically pointed out its opposition against the use of consumer notification.
Meanwhile, Margaret Durkin, TechNet executive director for Pennsylvania and the mid-Atlantic, expressed that the organization seeks cooperation with lawmakers to further define AI on the bill. In this way, it will decrease the level of uncertainty of who and what is affected.
"For example, how does a football broadcast that uses AI to show predictive visual cues know when it's the first time a consumer is interacting with their AI? If a copywriter uses a generative AI product to help them write something, are they obligated to present a disclosure? And how do they do that?" Durkin asked.
Based on the BSA The Software Alliance, about several hundred AI-related bills are pending in about 40 state legislatures which center the risk of bias, discrimination, and deepfakes.
