California Customer Service Chatbots (AB 1609)

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.

Enforced by: Public prosecutors only. No private right of action.

Triggered by

Sources

• AB 1609 chaptered text (California Legislative Information)

Last reviewed 2026-10-08. Not legal advice.