Washington state is taking a proactive stance on artificial intelligence, with Governor Bob Ferguson signing a set of new laws aimed at increasing transparency and accountability. The measures are attempting to establish guardrails for AI use. The legislation reflects a broader effort by policymakers to keep pace with rapidly evolving technology while addressing its real-world consequences.
One of the key measures, House Bill 1170, focuses on transparency in AI-generated media. It requires large AI companies to disclose when images, video, or audio are created or altered using their systems, as long as doing so is commercially and technically feasible. This could include visible watermarks or data embedded in files. In addition, companies must provide tools that help users detect AI-modified content. The goal is to reduce confusion and misinformation by making it easier for people to distinguish between authentic and machine-generated media.
Another major piece of legislation, House Bill 2225, targets companion chatbots—AI systems designed to simulate human relationships. Companies operating these systems must clearly inform users that they are interacting with AI and provide periodic reminders every three hours, or every hour for minors. The law also prohibits manipulative tactics that encourage emotional dependency, particularly among younger users. Furthermore, companies are required to implement safeguards for users expressing self-harm or suicidal thoughts, including directing them to crisis resources.
A third law addresses the growing concern over AI-generated impersonations, often called deepfakes. It gives individuals the right to sue if their voice or likeness is used without permission in AI-generated content. This measure aims to protect personal identity and deter misuse of increasingly sophisticated generative tools.
Ferguson ultimately signed the chatbot bill without changes, despite concerns from some critics about enforcement through private lawsuits. The timeline for implementation is staggered: the AI disclosure law will take effect in February 2027, the chatbot regulation law will take effect in January, and the anti-deepfake law targeting AI-generated impersonations will take effect in June.