Maine’s New AI Transparency Law

Maine has officially joined the growing number of states regulating how businesses use artificial intelligence (AI) in consumer interactions. The “Act to Ensure Transparency in Consumer Transactions Involving Artificial Intelligence,” which goes into effect September 23, 2025, requires businesses to disclose when AI is behind a voice or chat exchange.

This new law mandates that “AI chatbot” use which might mislead a reasonable consumer into thinking they are speaking with a human, must be disclosed clearly and conspicuously. The definition doesn’t just apply to traditional chatbots; it covers any software or system that mimics human conversation through textual or aural means, which can include web widgets, pre-recorded messages, or soundboard/avatar systems. Violations are treated as breaches of Maine’s Unfair Trade Practices Act, enforceable by the state Attorney General, with penalties up to $1,000.

What The Maine AI Law Means

1. Audit Your Outbound Systems

If your team uses AI-powered call systems, for example, to pre-screen customers, deliver automated messages, or conduct surveys, you’re likely covered by this law.

2. Disclose Clearly and Early

If you are using bots in chats, outbound calls or interactive voice systems, you must include a disclosure, such as:

“Hello! I’m an automated assistant. I’m not a real person, but I’m here to help.”

Placement matters. The disclosure must be clearly placed when the communication starts and not buried later in the interaction.

3. Err on the Side of Transparency

Rather than parsing whether a system might mislead a “reasonable consumer,” it’s safer, and simpler, to consistently disclose AI usage in all instances. This avoids ambiguity and reduces risk.

4. Coordinate with Outsourced Providers

If you use third-party vendors for call systems or AI tools, clarify who’s responsible for compliance. Ensure they also understand the need for upfront transparency in any AI-mediated interactions.

CompliancePoint has a Marketing Compliance team that can help your organization leverage AI in your marketing efforts in a compliant fashion. Reach out to us at connect@compliancepoint.com to learn more about our services.