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Retail Industry Leaders Association 2025 End-of-Session Recap
webUseful for tracking U.S. state-level AI regulatory developments from an industry stakeholder perspective; relevant to understanding the fragmented policy landscape AI developers and deployers must navigate.
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Summary
The Retail Industry Leaders Association (RILA) provides a recap of U.S. state-level AI legislation activity at the close of the 2025 legislative sessions, analyzing trends and outcomes relevant to the retail sector. The piece covers the landscape of AI governance bills considered or passed across multiple states, offering a retail industry perspective on compliance and regulatory implications.
Key Points
- •Surveys the wave of state-level AI legislation introduced or enacted during the 2025 legislative sessions across the U.S.
- •Reflects the retail industry's perspective on how AI regulations may affect business operations, hiring, and consumer interactions.
- •Highlights the fragmented, state-by-state nature of AI governance in the absence of comprehensive federal AI legislation.
- •Serves as a practical reference for tracking which states advanced AI bills and what obligations may emerge for retailers.
- •Underscores growing industry engagement with AI policy, including lobbying and advocacy efforts by major retail associations.
Cited by 1 page
| Page | Type | Quality |
|---|---|---|
| US State AI Legislation Landscape | Analysis | 70.0 |
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RILA would like to share a sincere thank you to all of the state retail associations who have been working tirelessly on the evolving issue of Artificial Intelligence. As a reminder, RILA does not directly lobby in the states. If you have specific questions about any of the state legislation within this blog post please reach out directly to the relevant state retail association for the most comprehensive and up to date information. If you are a RILA member who would like an introduction to a particular state association, please reach out to [Townsend Brown](mailto:townsend.brown@rila.org) who will be happy to make an introduction.
Artificial intelligence (AI) dominated state policy debates throughout the 2025 legislative sessions. According to MultiState, lawmakers across all 50 states introduced more than 1,080 AI-related bills this year – a number that reflects both urgency and bipartisan interest. But while the volume is high, the impact has been modest: only 118 bills have become law, a passage rate of just 11 percent. That gap between introductions and enactments reveals a deeper tension – between the desire to mitigate AI’s risks and the fear of stifling innovation. That tension has played out in states like California, Colorado, Connecticut, and Virginia, as well as the halls of Congress. Lawmakers so far have found the most success in passing with narrow, targeted legislation that addresses specific AI-related issues.
### Deepfake bills
Deepfake regulation has seen the most traction. Of the 1,080 bills introduced, 301 targeted deepfakes, with 68 enacted – mostly addressing sexual deepfakes through criminal or civil penalties. Political deepfakes saw less attention following pre-election legislation in 2023–2024. A related trend is digital replica laws, which regulate AI-generated likenesses for com
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