Manufacturers of publicly distributed online media in Montana that use AI to curate, personalize, or filter the information shown to individual users must disclose that they are using AI for this purpose and must give each user the option to opt out of AI-driven content curation. Government entities are exempt. The bill does not specify the form, timing, or prominence of the disclosure, nor does it define what opting out entails operationally.

All publicly distributed online media generated in whole or in part by AI must carry two layers of markers: (1) identifiable (human-perceptible) markers that alert users that AI was involved in generating the content, and (2) embedded (machine-readable or latent) markers that persist and allow detection of AI involvement even if the visible markers are removed. The definition of 'markers' is broad, encompassing visual marks, audio flaws, watermarks, content labels, bylines, disclaimers, and similar disclosures. Government entities are exempt. The bill does not specify which entity in the content creation or distribution chain bears this obligation — it applies to 'any publicly distributed online media,' creating ambiguity about whether the obligation falls on the creator, distributor, or platform.

Governmental entities as defined in Montana Code 2-17-551 are entirely exempt from all obligations in this section. This is a carve-out, not an independent compliance obligation.