Wisconsin
AI behavior law: bot and agent disclosure, crawler and training-data rules, automated-agent transactions, and algorithmic decision-making.
Summary
Wisconsin has no enacted comprehensive artificial intelligence statute, but has passed three targeted measures touching AI behavior. The most significant for behavior categories is 2023 Wisconsin Act 123 (signed March 2024), which requires disclosure labels on campaign advertisements that use generative AI to produce audio or video content. 2025 Wisconsin Act 34 (signed October 2025) criminalizes the creation and distribution of AI-generated sexually explicit images without consent (deepfake intimate imagery), which falls within the synthetic-media disclosure and harm-prevention space. In the insurance sector, the Wisconsin Office of the Commissioner of Insurance issued a regulatory bulletin in March 2025 adopting the National Association of Insurance Commissioners model guidance, requiring insurers to govern AI-driven underwriting and claims decisions under existing unfair-trade and anti-discrimination statutes. Two companion bills (SB 939 / AB 965, 2025 session) that would restrict AI systems simulating humanlike relationships with children were in legislative committee as of mid-2026 with no enacted outcome. General consumer-protection exposure for undisclosed AI interactions flows from the Wisconsin Deceptive Trade Practices Act (Wis. Stat. § 100.18).
Enacted law
Government obligations
| Instrument | Category | Effective | Source |
|---|---|---|---|
| Wisconsin AI Political Advertising Disclosure Law (2023 Wisconsin Act 123) (2023 Wis. Act 123; codified at Wis. Stat. § 11.1303(2m)) | Bot / agent disclosure | 2024-03-22 | Wisconsin Legislature official act page; Wisconsin Legislative Council Act Memo; Stafford Rosenbaum LLP analysis; StateScoop reporting (2024-03-22) |
| Wisconsin Synthetic Intimate Imagery Law (2025 Wisconsin Act 34) (2025 Wis. Act 34; amends Wis. Stat. § 942.09) | Bot / agent disclosure | 2025-10-03 | Wisconsin Legislature official act page (SB 33); Rep. Jacobson press release (October 3, 2025); Courthouse News Service; Wisconsin Right Now |
Private sector obligations
| Instrument | Category | Effective | Source |
|---|---|---|---|
| Wisconsin AI Political Advertising Disclosure Law (2023 Wisconsin Act 123) (2023 Wis. Act 123; codified at Wis. Stat. § 11.1303(2m)) | Bot / agent disclosure | 2024-03-22 | Wisconsin Legislature official act page; Wisconsin Legislative Council Act Memo; Stafford Rosenbaum LLP analysis; StateScoop reporting (2024-03-22) |
| Wisconsin Deceptive Trade Practices Act (general AI applicability) (Wis. Stat. § 100.18) | Bot / agent disclosure | Wisconsin Legislative Council issue brief (April 2023); PivIT Strategy Wisconsin AI Laws (2026); Wisconsin Bar Association; DATCP applicable laws reference | |
| Wisconsin Office of the Commissioner of Insurance AI Bulletin (March 2025) (OCI Bulletin (March 18, 2025); adopts NAIC Model Bulletin on the Use of Artificial Intelligence Systems by Insurers) | Automated decision-making | 2025-03-18 | Wisconsin OCI official bulletin page; Professional Insurance Agents of Wisconsin; InsureReinsure; Godfrey & Kahn client alert |
| Wisconsin Synthetic Intimate Imagery Law (2025 Wisconsin Act 34) (2025 Wis. Act 34; amends Wis. Stat. § 942.09) | Bot / agent disclosure | 2025-10-03 | Wisconsin Legislature official act page (SB 33); Rep. Jacobson press release (October 3, 2025); Courthouse News Service; Wisconsin Right Now |
Drafted & in discussion
| Instrument | Status | Applies to | Category | Source |
|---|---|---|---|---|
| Wisconsin AI Children's Companion Chatbot Prohibition (SB 939 / AB 965) (2025 Wis. SB 939 / AB 965 (107th Legislature, 2025-2026 session); would create Wis. Stat. § 100.80) | In committee | Private sector | Bot / agent disclosure | Wisconsin Legislature official bill pages; Wisconsin Public Radio (WPR) reporting (February 2026); WSAW reporting (January 2026); LegiScan WI SB 939 |