The Massachusetts Attorney General’s Office has taken a significant step in clarifying the application of existing state laws to artificial intelligence (AI) systems, sending a strong message to developers, suppliers, and users that they must comply with consumer protection laws. The advisory highlights the potential benefits of AI but also warns of the risks of unfair or deceptive business practices, including false advertising, misrepresentation, and breach of warranty. The guidance provides a non-exhaustive list of examples of such practices, including the use of deepfakes, voice cloning, and chatbots to deceive consumers. The advisory also reminds businesses that AI systems must comply with privacy protection, discrimination, and federal consumer protection laws.
In my opinion, this move by the Massachusetts Attorney General’s Office is a crucial step in ensuring that AI systems are developed and deployed in a responsible and transparent manner. As AI continues to become more pervasive in our daily lives, it is essential that we have clear guidelines and regulations in place to protect consumers from potential harms. The advisory serves as a warning to businesses that they must prioritize compliance with existing laws and regulations, and that they will be held accountable for any unfair or deceptive practices.
