WASHINGTON – Sens. John Kennedy (R-La.) and Brian Schatz (D-Hawaii) introduced the AI Labeling Act to protect Americans from scams involving artificial intelligence (AI). The legislation would make sure that individuals know when they are viewing content generated by AI and when they are interacting with an AI system. 

“AI is moving quickly, and so are the scammers who are using it to exploit unsuspecting Americans. Our bill would set an AI-based standard to protect U.S. consumers by telling them whether what they’re reading, seeing or hearing is the product of AI, and that’s clarity that people desperately need,” said Kennedy.

“People deserve to know whether or not the videos, photos, and content they see and read online is real or not. Our bill is simple—if any content is made by artificial intelligence, it should be labeled so that people are aware and aren’t fooled or scammed,” said Schatz.

Recent advancements in AI have made it extremely difficult for individuals to identify whether they are viewing or hearing content generated by people or by machines.

Scammers are using AI systems to generate scam messages and fake images in order to manipulate or exploit consumers. The bill targets text messages, audio content and video content that AI generates. 

The AI Labeling Act would:

• Require that developers of generative AI systems include a clear and conspicuous disclosure identifying AI-generated content;

• Make developers and third-party licensees take reasonable steps to prevent systematic publication of content without disclosures; and

• Establish a working group of government, AI developers, academia and social media platforms to identify best practices to identify AI-generated content consistently and how best to disclose that to consumers.