California Customer Service Chatbots (AB 1609)
California · Cal. Bus. & Prof. Code §§ 22625 to 22629 (AB 1609, Chapter 733, 2026) · effective 2027-01-01 · Signed Sept 28, 2026. No later operative date in the bill, so it starts Jan 1, 2027. Covers only businesses with more than $500 million in gross annual revenue nationally.
Summary
Large businesses must not say a customer service chatbot is a human. If a reasonable person could think the chatbot is a person, the business must show a clear notice that it is AI and not human, in the same channel the chatbot uses. During business hours, customers must have a simple way to ask for a human on every customer service channel, and the business must make a good faith effort to connect them within 15 minutes or book a call within one business day. Hold times are limited to 15 minutes at a time and one hour in total.
Who must comply
Businesses with more than $500 million in gross annual revenue nationally that use a customer service chatbot with customers whose account address is in California.
What you must disclose
A clear and conspicuous notice that the customer service chatbot is artificially generated and not human.
When: When a reasonable person could think they are talking to a human; in the same channel the chatbot uses.
Other duties
- Offer a simple way to ask for a human agent on every customer service channel during regular business hours.
- Make a good faith effort to connect the customer to a human within 15 minutes, or set a call within one business day.
- Keep hold times to 15 minutes at a time and one hour in total.
- Post the customer service phone number clearly on the website, if the business has phone support.
Exemptions
- Businesses with $500 million or less in gross annual revenue.
- Internal and business-to-business lines.
- Hospitals, for health care communications.
- Consumer reporting agencies.
- Telecom and water services covered by CPUC General Orders 133 and 103-A.
Penalties
Up to $5,000 for a first violation and $10,000 for each later violation.