Require disclosures of AI use by online media manufacturers
Summary
SB 452 would require manufacturers of publicly distributed online media in Montana to disclose when artificial intelligence is used to direct, control, or tailor the information a user sees, and to give users an option to opt out of that AI-driven curation. The bill also requires online media generated in whole or in part by artificial intelligence to include identifiable markers, such as labels, watermarks, disclaimers, or similar notices, and to include embedded markers so the AI origin can still be identified if the visible marker is removed.
The bill defines artificial intelligence broadly as computer systems or algorithms that imitate human behavior and control the flow of information or data by generating written or verbal material. It excludes governmental entities from its requirements and directs that the new section be codified as part of Title 30, making it part of Montana’s business and commercial law framework. In practical terms, the bill would impose new disclosure and labeling obligations on online media producers and platforms that use AI in content generation or personalization.
Impact
SB 452 would add new statutory requirements for private manufacturers of publicly distributed online media that use AI for content selection or generation. It would create a disclosure-and-opt-out mandate for AI-driven personalization and a labeling requirement for AI-generated media, while expressly exempting governmental entities. The bill would therefore affect online media businesses, content platforms, and AI content producers by requiring compliance measures for user notices, content markers, and embedded identification features.
Sentiment
The available voting history suggests the bill moved with little recorded opposition at the committee stage, as the Senate Energy, Technology & Federal Relations Committee voted 13-0 to table the bill. However, the bill ultimately died in process, indicating it did not advance through the legislative process. No committee transcript is available, so there is no recorded floor or committee debate to show broader support or opposition beyond the unanimous committee vote to table.
Contention
The main policy tension in SB 452 is between transparency and operational burden. Supporters would likely view the bill as a consumer-protection measure aimed at helping users know when AI is shaping what they see or when content is AI-generated, while critics may be concerned about the breadth of the definition of artificial intelligence, the feasibility of embedded markers, and the compliance costs for online media manufacturers. The exemption for governmental entities also creates a distinction that could be questioned if the same AI tools are used by public and private actors.