The Utah AI Impersonation Law (SB 271, 2025), formally the Unauthorized Artificial Intelligence Impersonation Amendments, updates Utah’s identity abuse and publicity laws for the AI era. It recognizes that a person’s identity now extends into what AI can convincingly reproduce.
What the Utah AI Impersonation Law Protects
The law expands the protected definition of personal identity to include a person’s voice, video likeness, and audiovisual appearance. It makes it unlawful to use AI to create or commercially exploit a simulated version, or deepfake, of a Utahn’s identity without consent, including in advertising and endorsements.
Remedies for Victims
Victims get civil remedies against those who knowingly misuse their AI-generated likeness for commercial gain. For marketers and brands, the compliance line is consent: an AI-cloned voice or synthetic likeness of a real Utah resident cannot appear in ads or endorsements without permission. Agencies producing AI-assisted creative should build likeness clearances into their workflow the same way they clear music or stock imagery.
Source: Utah State Legislature: SB 271
Report a violation: If you believe a business is violating this law, you can file a complaint with the Utah Division of Consumer Protection (Dept. of Commerce).
