WHAT THIS BILL REGULATES · 3 REQUIREMENT TYPES
How Is This Bill Enforced
Verbatim statutory text on the left; plain-language analysis and a per-section checklist on the right. Numbered markers cross-link to the matching checklist row.
The provisions of sections 407.3000 to 407.3006 shall be known as and may be cited as the "Missouri Artificial Intelligence Transparency and Accountability Act" and shall become effective on January 1, 2027.
This section establishes the short title — the Missouri Artificial Intelligence Transparency and Accountability Act — and sets January 1, 2027 as the effective date for the entire act.
(1)–(8) As used in sections 407.3002 to 407.3006, the following terms shall mean: (1) "AI-generated contentAI-generated content"AI-generated content", any text, audio, image, video, or other media created or substantially modified by an AI system;§ 407.3001(1)", any text, audio, image, video, or other media created or substantially modified by an AI system; (2) "Artificial intelligence systemArtificial intelligence system"Artificial intelligence system" or "AI system", a computer-based system that can, for a given set of human-defined objectives, make predictions, recommendations, or decisions influencing real or virtual environments, including generative artificial intelligence capable of producing text, audio, images, or video;§ 407.3001(2)" or "AI system", a computer-based system that can, for a given set of human-defined objectives, make predictions, recommendations, or decisions influencing real or virtual environments, including generative artificial intelligence capable of producing text, audio, images, or video; (3) "DeepfakeDeepfake"Deepfake", AI-generated or manipulated media that depicts a person saying or doing something they did not say or do, often with deceptive intent;§ 407.3001(3)", AI-generated or manipulated media that depicts a person saying or doing something they did not say or do, often with deceptive intent; (4) "DeployerDeployer"Deployer", an entity that uses an AI system to generate content for public consumption;§ 407.3001(4)", an entity that uses an AI system to generate content for public consumptionPublic consumption"Public consumption", content distributed through platforms accessible to the general public, including social media, websites, broadcasts, or other public forums, whether free or paid;§ 407.3001(6); (5) "DeveloperDeveloper"Developer", an entity that designs, builds, or trains an AI system;§ 407.3001(5)", an entity that designs, builds, or trains an AI system; (6) "Public consumptionPublic consumption"Public consumption", content distributed through platforms accessible to the general public, including social media, websites, broadcasts, or other public forums, whether free or paid;§ 407.3001(6)", content distributed through platforms accessible to the general public, including social media, websites, broadcasts, or other public forums, whether free or paid; (7) "Usage logUsage log"Usage log", a record of AI system operations, including the date, time, user identity (if applicable), input parameters, and output generated;§ 407.3001(7)", a record of AI system operations, including the date, time, user identity (if applicable), input parameters, and output generated; (8) "WatermarkWatermark"Watermark", a visible or embedded marker indicating that content is AI-generated.§ 407.3001(8)", a visible or embedded marker indicating that content is AI-generated.
This section defines eight key terms used throughout the act. The definitions of Developer and Deployer establish the two covered entity types; notably, the Deployer definition is limited to entities that use AI systems to generate content for public consumption, making it narrower than many comparable bills. AI-generated content is defined broadly to cover any media created or substantially modified by an AI system, including text, audio, image, video, or other media.
1 1 Any person or entity creating AI-generated contentAI-generated content"AI-generated content", any text, audio, image, video, or other media created or substantially modified by an AI system;§ 407.3001(1) for public consumptionPublic consumption"Public consumption", content distributed through platforms accessible to the general public, including social media, websites, broadcasts, or other public forums, whether free or paid;§ 407.3001(6) shall clearly label the content as "AI-generated" in a prominent and conspicuous manner. The label shall include the following: (1) The name of the AI system used and, if applicable, the name of the developerDeveloper"Developer", an entity that designs, builds, or trains an AI system;§ 407.3001(5) or deployerDeployer"Deployer", an entity that uses an AI system to generate content for public consumption;§ 407.3001(4); (2) If text is used, the label shall appear at the beginning of the text or in a visible header or footer; (3) If audio is used, a verbal or audible disclosure at the start of the audio. For any audio exceeding thirty seconds, the disclosure shall appear every two minutes; and (4) For images or videos, a visible watermarkWatermark"Watermark", a visible or embedded marker indicating that content is AI-generated.§ 407.3001(8) or overlay embedded with a text disclosure appearing in metadata and captions.
2 2 Any AI-generated contentAI-generated content"AI-generated content", any text, audio, image, video, or other media created or substantially modified by an AI system;§ 407.3001(1) depicting a real individual including, but not limited to, audio or video mimicking voices or likeness, shall include an additional disclaimer as follows: "This content is AI-generated and does not reflect the actual statements or actions of the depicted individual". DeployersDeployer"Deployer", an entity that uses an AI system to generate content for public consumption;§ 407.3001(4) shall verify the authenticity of the content under this subsection before generating such content and shall obtain consent from the individual depicted in the content, except if the content is used for parody or satire.
3 3 Labels and watermarksWatermark"Watermark", a visible or embedded marker indicating that content is AI-generated.§ 407.3001(8) on any AI-generated contentAI-generated content"AI-generated content", any text, audio, image, video, or other media created or substantially modified by an AI system;§ 407.3001(1) required under section 407.3002 shall be accessible to individuals with disabilities pursuant to section 508 of the federal Rehabilitation Act, Web Content Accessibility Guidelines (WCAG) 2.1, or any other provisions of current law. Exceptions include: (1) Content generated for private and non-commercial use that is not shared publicly; (2) AI-generated contentAI-generated content"AI-generated content", any text, audio, image, video, or other media created or substantially modified by an AI system;§ 407.3001(1) used solely for internal business operations for research, not intended for public distribution; or (3) Content that uses minimal AI assistance that does not substantially alter the content's meaning or authorship, including, but not limited to, grammar correction tools.
This is the bill's core labeling section. It imposes three distinct obligations. First, any person or entity creating AI-generated content for public consumption must label the content as AI-generated in a prominent and conspicuous manner, with format-specific requirements for text (header/footer), audio (verbal disclosure at the start and every two minutes for audio exceeding 30 seconds), and images/video (visible watermark or overlay with metadata and captions). The label must identify the AI system and, if applicable, the developer or deployer.
Second, AI-generated content depicting a real individual — including audio or video mimicking their voice or likeness — must carry an additional prescribed disclaimer and the deployer must obtain consent from the depicted individual, except for parody or satire. Third, all labels and watermarks must be accessible to individuals with disabilities under Section 508, WCAG 2.1, or other applicable law. Three exceptions narrow the scope: private non-commercial content, internal business research content, and content using only minimal AI assistance (e.g., grammar correction).
1 4 DevelopersDeveloper"Developer", an entity that designs, builds, or trains an AI system;§ 407.3001(5) and deployersDeployer"Deployer", an entity that uses an AI system to generate content for public consumption;§ 407.3001(4) shall maintain usage logsUsage log"Usage log", a record of AI system operations, including the date, time, user identity (if applicable), input parameters, and output generated;§ 407.3001(7) for all AI system content distributed for public consumptionPublic consumption"Public consumption", content distributed through platforms accessible to the general public, including social media, websites, broadcasts, or other public forums, whether free or paid;§ 407.3001(6). Such usage logsUsage log"Usage log", a record of AI system operations, including the date, time, user identity (if applicable), input parameters, and output generated;§ 407.3001(7) shall include: (1) Date and time of content generation; (2) Identity of the user or entity generating the content, if applicable; (3) Input parameters or prompts used; (4) Description of the output, including, but not limited to, the type of content, file size, intended platform; and (5) Metadata linking the log to the specific AI system and version.
2 5 Usage logsUsage log"Usage log", a record of AI system operations, including the date, time, user identity (if applicable), input parameters, and output generated;§ 407.3001(7) under this subsection shall be retained for a minimum of seven years from the date of content generation, unless otherwise required by current law.
3 6 Usage logsUsage log"Usage log", a record of AI system operations, including the date, time, user identity (if applicable), input parameters, and output generated;§ 407.3001(7) under this subsection shall be stored with encryption and any access to the logs shall be controlled by the developerDeveloper"Developer", an entity that designs, builds, or trains an AI system;§ 407.3001(5) or deployerDeployer"Deployer", an entity that uses an AI system to generate content for public consumption;§ 407.3001(4) to prevent unauthorized access.
4 7 Any personal data in the usage logsUsage log"Usage log", a record of AI system operations, including the date, time, user identity (if applicable), input parameters, and output generated;§ 407.3001(7) shall be kept anonymous and protected pursuant to current law, except when requested for law enforcement purposes. Such data shall only be available to law enforcement upon the issuance of a warrant or a subpoena specifying the scope of the request. DevelopersDeveloper"Developer", an entity that designs, builds, or trains an AI system;§ 407.3001(5) and deployersDeployer"Deployer", an entity that uses an AI system to generate content for public consumption;§ 407.3001(4) shall provide the logs within fourteen business days after receiving the warrant or subpoena, unless expedited by a court order. Law enforcement may use the logs to investigate violations of sections 407.3000 to 407.3006, fraud, identity theft, election interference, or any other violation involving AI-generated contentAI-generated content"AI-generated content", any text, audio, image, video, or other media created or substantially modified by an AI system;§ 407.3001(1).
This section imposes detailed recordkeeping obligations on developers and deployers. They must maintain usage logs for all AI system content distributed for public consumption, capturing five categories of information: date/time, user identity, input parameters, output description, and metadata linking the log to the specific AI system and version. Logs must be retained for at least seven years, stored with encryption, and access-controlled. Personal data in the logs must be anonymized except when law enforcement obtains a warrant or subpoena, in which case logs must be produced within fourteen business days.
1 The attorney general shall enforce provisions of sections 407.3000 to 407.3006. Any person may report violations of sections 407.3000 to 407.3006 to the attorney general. If the attorney general finds that provisions of sections 407.3000 to 407.3006 have been violated, the attorney general shall commence a civil action in the court of competent jurisdiction. If the court finds that a violation occurred, the court may grant actual damages, injunctive relief, attorney fees, and any such other relief the court finds appropriate. The court may grant civil penalties as follows: (1) A civil penalty not to exceed five thousand dollars for the first violation; (2) A civil penalty not to exceed twenty-five thousand dollars for any subsequent violation; (3) A civil penalty not to exceed fifty thousand dollars per violation for failure to maintain usage logsUsage log"Usage log", a record of AI system operations, including the date, time, user identity (if applicable), input parameters, and output generated;§ 407.3001(7); and (4) A civil penalty not to exceed one hundred thousand dollars per violation for any violation involving knowingly producing deepfakesDeepfake"Deepfake", AI-generated or manipulated media that depicts a person saying or doing something they did not say or do, often with deceptive intent;§ 407.3001(3) without labeling and consent pursuant to section 407.3002.
2 Nothing in this section shall preclude an individual from bringing a private civil action in a court of competent jurisdiction for any violation of sections 407.3000 to 407.3006.
3 Individuals and entities that demonstrate good-faith compliance with sections 407.3000 to 407.3006, including, but not limited to, implementing industry-standard watermarking or maintaining usage logsUsage log"Usage log", a record of AI system operations, including the date, time, user identity (if applicable), input parameters, and output generated;§ 407.3001(7), may raise an affirmative defense to reduce civil penalties, provided they cure any violation within thirty days after receiving notice of the civil action under this section.
This section establishes the enforcement framework. The attorney general is the primary enforcer, empowered to commence civil actions upon finding a violation. Any person may report violations to the attorney general. Courts may award actual damages, injunctive relief, attorney fees, and civil penalties on an escalating scale: up to $5,000 for a first violation, $25,000 for subsequent violations, $50,000 per violation for failure to maintain usage logs, and $100,000 per violation for knowingly producing unlabeled/unconsented deepfakes. The section also preserves a private right of action and provides a good-faith compliance affirmative defense with a 30-day cure period.
1 Within one hundred and eighty days after the effective date of sections 407.3000 to 407.3006, the Missouri department of commerce and insurance may promulgate rules to enforce provisions of sections 407.3000 to 407.3006. The rules shall specify technical standards for watermarksWatermark"Watermark", a visible or embedded marker indicating that content is AI-generated.§ 407.3001(8) and labels, define acceptable formats for usage logsUsage log"Usage log", a record of AI system operations, including the date, time, user identity (if applicable), input parameters, and output generated;§ 407.3001(7), and establish procedures for law enforcement access to the usage logsUsage log"Usage log", a record of AI system operations, including the date, time, user identity (if applicable), input parameters, and output generated;§ 407.3001(7). Any rule or portion of a rule, as that term is defined in section 536.010, that is created under the authority delegated in this section shall become effective only if it complies with and is subject to all of the provisions of chapter 536 and, if applicable, section 536.028. This section and chapter 536 are nonseverable and if any of the powers vested with the general assembly pursuant to chapter 536 to review, to delay the effective date, or to disapprove and annul a rule are subsequently held unconstitutional, then the grant of rulemaking authority and any rule proposed or adopted after August 28, 2026, shall be invalid and void.
2 8 The department shall launch a public awareness campaign to educate Missouri residents about AI-generated contentAI-generated content"AI-generated content", any text, audio, image, video, or other media created or substantially modified by an AI system;§ 407.3001(1) and the residents' rights under sections 407.3000 to 407.3006.
3 9 The department shall establish an AI task force comprised of members from the general assembly, industry, academia, and consumer advocacy groups to: (1) Monitor compliance with sections 407.3000 to 407.3006; (2) Recommend updates to comply with emerging AI technologies; and (3) Submit an annual report to the general assembly on the impact of provisions of sections 407.3000 to 407.3006.
This section delegates rulemaking authority to the Missouri Department of Commerce and Insurance, which may promulgate rules within 180 days of the effective date specifying technical standards for watermarks and labels, acceptable formats for usage logs, and law enforcement access procedures. The department must also launch a public awareness campaign and establish a multi-stakeholder AI task force to monitor compliance, recommend updates for emerging AI technologies, and submit an annual report to the General Assembly.
Nothing in sections 407.3000 to 407.3006 shall preempt any city, town, county, or any other political subdivision from enacting stricter or more stringent ordinances, laws, or rules provided they do not conflict with provisions of sections 407.3000 to 407.3006.
This section preserves the authority of cities, towns, counties, and other political subdivisions to enact stricter AI-generated content regulations, provided they do not conflict with the act's provisions. This is a floor-not-ceiling approach that allows local governments to layer additional requirements on top of state law.