What is AI regulation in Maine?
AI regulation: countries and regions
Maine has only a few targeted AI laws. In 2025 it passed a law requiring businesses using AI chatbots in consumer interactions to clearly disclose they are not human, enforced under the state's Unfair Trade Practices Act. In 2026 Maine banned using AI systems as standalone therapists (only licensed professionals can offer therapy). It also updated its harassment laws to cover AI-generated explicit images. Otherwise Maine relies on existing consumer-protection, privacy and sector-specific rules, and has formed an AI advisory council to study data center impacts.
Reviewed by Jackie, Head of Learning & Development, Levellers · Last reviewed 18 June 2026
What this means
Maine currently regulates AI only in specific contexts. The main AI-specific statutes require disclosure when AI chatbots are used in commerce and forbid AI-only provision of mental health therapy. These laws add AI clauses to Maine's consumer-protection and professional practice rules. For other uses of AI (like hiring, lending, or general software), Maine has no unique AI statutes - such activity falls under ordinary state or federal law. The state has also addressed AI in related areas: for example, its law against non-consensual "revenge porn" now explicitly covers images created by AI.
Maine's approach is anchored in clear rules (hard law) for key areas, enforced through its Attorney General under existing consumer-protection laws. At the same time, Maine's government is studying AI's broader impacts: in 2024-25 the governor convened an AI Task Force and in 2026 established an advisory council on large AI data centers. For now, Maine organizations should plan for a disclosure and licensing focus, while keeping an eye on future guidance or rules as Maine's AI policies evolve.
Why it matters
Maine's laws affect businesses and services that interact with Mainers using AI. For example, customer service bots or marketing chat tools must clearly notify users they are talking to a machine or risk violating Maine law. Health-tech companies and providers offering mental health support need to ensure any AI tool is supervised by licensed professionals, or they cannot market AI therapy. Violating these requirements can lead to enforcement actions under Maine's consumer protection act.
Even outside those areas, it matters because Maine's evolving stance hints at what may come. Organizations deploying AI in Maine should watch for changes in data center regulation and any new privacy or AI guidelines. Aligning with Maine's rules avoids fines and protects reputation; it also helps companies plan for compliance if Maine expands its AI regulations in the future.
How it works
AI Chatbot Disclosure Law
In June 2025 Maine enacted an AI transparency law. It prohibits businesses from using an "AI chatbot" to interact with consumers in a way that misleads them into thinking they are talking to a human, unless the company provides a clear, conspicuous notice that the consumer is engaging with a machine. In practice this means any website or service using a chat or voice assistant must label it as AI if it could be mistaken for a person. Failure to disclose violates Maine's Unfair Trade Practices Act, giving the Attorney General power to enforce penalties.
AI in Mental Health Services
Maine's 2026 law bars unlicensed providers from offering therapy or psychotherapy via AI. The statute defines an AI system broadly and explicitly says that mental or behavioral health care services cannot be provided to the public "through the use of Internet-based artificial intelligence" unless a licensed counselor or clinician is directly involved. Licensed professionals (as defined in Maine law) may use AI tools for administrative tasks or supportive analyses - and they can use AI with patient consent to assist in recordkeeping or suggest resources - but AI cannot replace the professional's judgment or live interaction. Any violation is treated as an unfair trade practice.
Non-Consensual AI-generated Content
Maine amended its criminal harassment laws in 2025 to include AI-generated intimate images. This means that if someone shares a sexually explicit image of another person that was made or altered by AI, it counts as the same unauthorized image distribution that Maine already forbids in cases like "revenge porn." In effect, this closes a loophole so that deepfake pornography and similar AI-manipulated content are explicitly illegal under Maine's existing statutes.
Data Centers and Infrastructure
Maine has considered the impact of AI-related infrastructure. In 2026 the legislature passed (and the governor vetoed) a bill to pause new large data center projects, and the governor then issued an executive order creating a Maine Data Center Advisory Council. The Council is charged with studying potential grid, environmental and economic effects of big data centers (often powered by AI demand) and advising policy by early 2027. For companies planning AI data centers, this means future permitting will likely involve careful review; any siting proposals will need to consider Maine's energy and environmental regulations, as well as input from this state-level council.
Existing Privacy and Consumer Laws
Outside these specific AI rules, Maine relies on its general laws. For example, there is no comprehensive AI or data privacy law yet; Maine attempted privacy legislation but has none in effect, so basic data protection defaults to federal regulations (like HIPAA) and any sector-specific state rules (such as a law for broadband customer data). Consumer deception involving AI falls under Maine's broad Unfair Trade Practices Act anyway. In short, organizations using AI in other ways must comply with the usual laws (anti-discrimination, truth-in-advertising, professional licensing, etc.) but have no additional Maine-specific AI duties unless a new law is enacted.
Examples
An e-commerce firm deploys a chatbot on its website to help customers. Under Maine law the chatbot must clearly disclose it is an AI system and not a person. If the business fails to label the AI and a customer reasonably thinks it's human, the company would be in violation of Maine's unfair trade practices law (the chatbot law makes nondisclosure an unlawful act).
A mobile health app uses an AI assistant to offer counseling tips. Maine's 2026 law means this app cannot market AI-driven therapy directly to patients on its own. To comply, the app must ensure that any AI-generated guidance is overseen or approved by a licensed mental health professional. In practice, this might involve a psychologist monitoring the AI's recommendations or the app only providing resources to licensed clinicians, to avoid running afoul of the AI therapy ban.
A tech company plans a large new data center in Maine to support AI services. While no statewide moratorium is in place, the company will need to follow Maine's strict permitting process. Governor Mills has set up a Data Center Advisory Council to study electricity, environmental and ratepayer issues. The company should plan to work with regulators on energy impact studies and environmental reviews (as required by Maine law) and watch for any new rules or recommendations that emerge from the council's report.
Common misunderstandings
Maine has a broad AI oversight law. Not true. Maine's legislation is narrow: it targets only specific AI uses (chatbots in commerce and AI therapy) rather than creating a general AI framework. Other applications of AI are covered only by ordinary laws (consumer protection, professional regulations, etc.).
All AI tools must be labeled in Maine. No. Maine's labeling requirement applies only to conversational AI (chatbots) used in trade with consumers. There is no blanket rule that every AI system or algorithm needs disclosure.
Maine completely bans AI in healthcare. Incorrect. Maine forbids replacing licensed therapists with AI in clinical therapy. However, licensed mental health providers can use AI as an aid for administrative tasks, analytics or decision support (with patient consent and oversight). The law aims to keep human professionals central in therapy.
A pending privacy law covers Maine AI services. False. Maine does not have a comprehensive data privacy law that affects AI at this time. Proposed privacy bills have not been enacted, so data use by AI is governed by sector-specific and federal laws (e.g. health or financial privacy rules) unless a new state law passes.
The data center moratorium is in effect. It is not. In 2026 Maine considered a temporary halt on large AI data centers, but Governor Mills vetoed that bill. Instead, the state created an advisory council (via executive order) to study data center impacts.
Risks and boundaries
Maine's AI laws are very limited in scope. They do not address many common AI concerns - for example, there are no state rules on algorithmic bias, automated hiring decisions, or AI use in law enforcement. Any AI deployment outside the narrow chatbot and therapy settings is generally regulated by standard laws. For instance, using AI to make consumer decisions still must comply with Maine's fair lending and anti-discrimination laws (as well as federal law), but there is no additional "AI review" process.
Enforcement is also narrower than the statutes alone suggest. The chatbot and therapy laws are enforced via Maine's Unfair Trade Practices Act, so violations are handled as trade practice violations by the Attorney General, not as criminal offenses. The AI chatbot law is intended to apply to business‑to‑consumer interactions; purely internal uses of AI (like an internal customer support tool unseen by users) likely fall outside its reach.
The largest area of uncertainty is what Maine will do next. The governor's AI Task Force proposed many ideas, and state agencies are formulating guidance, but as of mid-2026 no new AI-specific laws beyond the ones listed have been enacted. If Maine expands its AI regulation (for example, via new privacy laws or additional sector rules), organizations should watch the legislature and agencies closely. In the meantime, they should assume compliance with existing rules - disclosing AI in chatbots, using licensed oversight for any AI therapy, and following Maine's general data and consumer statutes - and monitor the Data Center Council's work for possible impacts on infrastructure projects.
What to do next
Audit consumer-facing AI. If your organization uses AI chatbots or voice assistants in commerce with Maine customers, add clear disclaimers or design the UI so users are explicitly told they are interacting with AI. Review marketing materials to ensure no confusion that the agent is human.
Review AI in healthcare offerings. Any AI tool in mental or behavioral health must be integrated under a licensed provider's supervision. Check that AI-generated therapy suggestions or triage tools are used only as assistants (e.g. improving notes or suggesting referrals) and that clinicians retain control, per Maine law.
Engage on data center or infrastructure plans. For any planned large data center or high-energy AI facility in Maine, participate in the permitting process and policy discussions. The new Data Center Advisory Council will influence regulatory attention, so provide input to regulators and track their recommendations.
Follow privacy and consumer laws. Because Maine has no broad AI privacy law yet, default to best practices and federal standards for data protection (HIPAA, COPPA, etc.). Ensure any AI that processes personal data adheres to Maine's sectoral laws (like its broadband customer privacy law) and inform customers about data use under existing regulations.
Stay informed and engaged. Watch for Maine's AI Task Force outputs and future legislation. Maine's approach can evolve, so leaders should monitor state announcements, participate in consultations (for example, by commenting on rules or joining relevant working groups), and be ready to adapt compliance programs if new AI laws are passed.
FAQs
Does Maine require AI technologies to be certified or registered?
No. Maine does not have an AI certification or registration regime. It has only specific rules for particular AI uses (like chatbots and therapy), not a general AI approval process. Developers can use most AI tools freely, provided they comply with Maine's existing laws in their sector.
What about AI that affects consumers, like recommendation algorithms or automated pricing?
There is no Maine law specifically about recommendation engines or dynamic pricing. Those activities remain subject to Maine's ordinary consumer protection laws (no false advertising, non-discrimination rules, etc.). AI in those roles would only be regulated indirectly by those general rules.
Who enforces the AI chatbots and therapy laws in Maine?
Enforcement falls to the Maine Attorney General's Office. The statutes classify violations as unfair or deceptive trade practices. The AG can investigate complaints, seek injunctions, and levy penalties under that framework. There is no private right of action under these new AI rules unless it also violates another law.
If I'm using a publicly available AI chatbot platform for customer service, does Maine's law apply to me?
Yes, if you use that chatbot with Maine consumers. Maine's disclosure requirement applies to any person or business using an AI chatbot (or similar technology) in trade or commerce with consumers in the state. Even if your company is headquartered elsewhere, serving Maine customers would likely trigger the disclosure rule.
Are Maine's AI rules different from federal guidelines?
Maine's rules are specific state laws; they don't conflict with but rather complement any federal guidance. There is no overriding federal AI law yet. For AI deployments in Maine, you must follow Maine statutes plus any applicable federal law (for instance, FTC guidance on algorithmic bias or the ADA in digital services). The Maine laws add requirements on top of those, not replace them.
Does Maine limit AI use in hiring or employment decisions?
Not currently. Maine has no AI-specific employment law. Employers must follow normal anti-discrimination and labor laws when using AI in HR. (For example, Maine's equal employment laws still apply, but there's no additional AI rule in the state.)
What if new AI uses emerge (like generative AI for art or AI education tools)? Does Maine regulate those?
Maine has not yet created rules for those uses. In each case, existing state or federal laws apply (e.g. copyright law for AI-generated art, education regulations for tools in schools). Maine's AI laws so far do not cover these activities directly.
How can I keep track of changes in Maine's AI policies?
Follow Maine government announcements, legislative updates, and any news from the Attorney General or relevant agencies. The Maine Legislature's website and the Governor's newsroom are primary sources for signed bills. Also watch for the AI Data Center Council's report (due early 2027) and any bills inspired by the state's AI Task Force report.
Sources
Maine State Legislature: Title 10, §1500-DD: Required disclosure of use of artificial intelligence chatbot to engage in trade and commerce - The enacted Maine law (PL 2025, c.294) requiring businesses to notify consumers when using AI chatbots and defining violations as unfair trade practices.
Maine State Legislature: H.P. 1303, L.D. 1944 (2025) - An Act to Protect Individuals from the Threatened Unauthorized Dissemination of Certain Private Images, Including Artificially Generated Private Images (Public Law 2025, Chapter 400) - The Maine law updating the state's intimate image protection statutes to explicitly cover AI-generated images, effective June 2025.
Maine State Legislature: H.P. 1397, L.D. 2082 (2026) - An Act to Regulate the Use of Artificial Intelligence in Providing Certain Mental Health Services (Public Law 2026, Chapter 687) - Maine's AI therapy law (effective 2026), which prohibits providing therapy solely via AI and limits AI use to licensed professionals, including its definitions and exceptions.
Office of Governor Janet T. Mills: Governor Mills Signs Executive Order to Establish Maine Data Center Advisory Council - Official announcement of Maine's executive order forming a council to study large data center (AI-related infrastructure) impacts on energy, environment and economy.
Office of Governor Janet T. Mills: Task Force Releases Report on Artificial Intelligence in Maine - Information on Maine's AI Task Force (2024-25), including its mission and high-level recommendations for AI policy in the state.
Maine House Democrats: Governor signs Kuhn legislation to protect Mainers from deceptive artificial intelligence - News release describing the 2025 laws signed by Governor Mills: the AI chatbot transparency law (LD 1727) and the bill (LD 1944) extending Maine's image laws to cover AI-generated intimate photos.
Maine House Democrats: Kuhn presents measure to clarify how AI can be used in therapeutic settings - Legislative briefing (Feb 2026) on LD 2082 explaining that the bill would prohibit AI from replacing licensed therapists while allowing AI only under a provider's oversight.