Massachusetts Official Advises that AI Systems Must Comply with Consumer Protection and Anti-Bias Laws

Massachusetts Attorney General Andrea Campbell issued a warning to developers, suppliers, and users of artificial intelligence (AI) on Tuesday, emphasizing the need to comply with existing state consumer protection, anti-discrimination, and data privacy laws. In an advisory, Campbell highlighted the growing use of AI and algorithmic decision-making systems in businesses, stressing that current laws still apply to these emerging technologies.

Campbell acknowledged the potential benefits of AI in fostering innovation and efficiency but also raised concerns about the risks it poses, such as bias and lack of transparency. She warned against falsely advertising AI systems, supplying defective technology, or misrepresenting their reliability, as these actions could be considered unfair and deceptive under state consumer protection laws.

The advisory also addressed the issue of deepfakes, voice cloning, and chatbots used for fraud, stating that misrepresenting audio or video content could violate state law. Campbell urged companies to ensure their AI products are free from bias and to disclose when consumers are interacting with algorithms to avoid legal consequences.

Elizabeth Mahoney of the Massachusetts High Technology Council supported the clarification of state laws regarding AI use, emphasizing the importance of protecting consumers and data. Campbell’s advisory also highlighted the prohibition of discriminatory AI technology under state anti-discrimination laws and the requirement to safeguard personal data and comply with data breach notification requirements.

As AI continues to advance, Campbell’s advisory serves as a reminder to developers, suppliers, and users to prioritize transparency, fairness, and compliance with existing laws to protect consumers and uphold ethical standards in the use of AI technology.