Laws & Statutes › NY › NY-A-09091
A-09091
NY · State · USA
NY
USA
● Pending
New York Assembly Bill 9091 — An Act to amend the general business law, in relation to requiring search engines inform users when showing information which was generated using artificial intelligence
Requires search engines to label AI-generated information displayed to users with both a plain-language notice directly above the information and a watermark across it. The label must be in the same font size as the AI-generated information and must inform the user that the information was generated by artificial intelligence. Violations are punishable by a civil penalty of up to $5,000. The bill does not define 'search engine' or specify an enforcement agency. Would take effect 90 days after enactment.
Passage Likelihood
Low
Chamber No passage
Committee No action
Majority party No
Bipartisan No
Prior session None
Legislative History
2025-09-12 committee referral referred to consumer affairs and protection
2026-01-07 committee referral referred to consumer affairs and protection
Mapped Requirements
T-02 AI Content Labeling & Provenance
Official Sources
Full Text ↗
Entry Last Reviewed
2026-03-28
AI generated
Summary

Requires search engines to label AI-generated information displayed to users with both a plain-language notice directly above the information and a watermark across it. The label must be in the same font size as the AI-generated information and must inform the user that the information was generated by artificial intelligence. Violations are punishable by a civil penalty of up to $5,000. The bill does not define 'search engine' or specify an enforcement agency. Would take effect 90 days after enactment.

Enforcement & Penalties
Enforcement Authority
No designated enforcement agency specified. The statute provides only for a civil penalty, without specifying the enforcing authority. Under New York's general enforcement framework, the Attorney General would likely enforce civil penalties under the General Business Law. No private right of action is created.
Penalties
Civil penalty not to exceed $5,000 per violation. No private damages remedy is specified. No attorney fees or injunctive relief provisions are included.
Who Is Covered
Compliance Obligations 2 obligations · click obligation ID to open requirement page
T-02 AI Content Labeling & Provenance · T-02.1 · Deployer · Search
Gen. Bus. Law § 399-ss(2)(a)-(b)
Plain Language
When a search engine displays information generated by AI, it must label that information in two ways: (1) a clear, plain-language notice placed directly above the AI-generated content, and (2) a watermark displayed across the content. Both labels must be in the same font size as the AI-generated information itself. The obligation is triggered whenever AI-generated information is displayed — there is no materiality threshold, user opt-out, or exception for brief or incidental AI-generated content. The bill does not define 'search engine,' creating ambiguity about whether the obligation extends to general-purpose search engines only or also to internal site search, AI assistants with search capabilities, or other retrieval interfaces.
Statutory Text
2. Where a search engine displays information which was generated by artificial intelligence, the search engine shall in clear, plain language in the same font size as such information, inform the user that such information was generated by artificial intelligence: (a) directly above such information; and (b) as a watermark across such information.
Other · Search
Gen. Bus. Law § 399-ss(3)
Plain Language
Any violation of the AI disclosure requirement is subject to a civil penalty of up to $5,000. The statute does not specify per-violation or per-day application, does not identify the enforcing authority, and does not create a private right of action.
Statutory Text
3. Any violation of this section shall be punishable by a civil penalty not to exceed five thousand dollars.