HB 5756
ALGORITHMIC PRICING DISCLOSURE
Creates new compliance requirements or restricts common AI uses. Action needed.
TL;DR
Illinois HB 5756, introduced by Rep. Maura Hirschauer, would require businesses to disclose when they use algorithms or AI to set prices for consumers. The bill targets dynamic and personalized pricing practices, forcing companies to tell customers when a price was generated by an algorithm rather than a human.
How This Might Impact Your Business
Retailers, ride-share platforms, hotels, airlines, and e-commerce companies using dynamic or personalized pricing would need to add clear disclosures at the point of sale in Illinois.
Companies using algorithms to adjust prices based on customer data (browsing history, location, device type) would face the heaviest compliance burden since these practices are exactly what the bill targets.
Grocery chains experimenting with electronic shelf labels and surge pricing would need new signage or digital disclosures to comply.
Expect penalties to be enforced through the Illinois Attorney General or consumer protection statutes, with possible private right of action depending on final bill text.
Online platforms serving Illinois consumers would need geo-specific disclosure logic, even if headquartered elsewhere.
Bill is newly introduced with a Chief Co-Sponsor just added, meaning text and penalty structure could shift significantly before any committee vote.
No clear small-business exemption has been signaled yet, so SMBs using third-party pricing tools (Shopify apps, revenue management software) could also be on the hook.
What Should You Do
Inventory every place your company uses algorithmic or AI-driven pricing for Illinois customers, including third-party tools and SaaS pricing engines.
Ask your legal and compliance team to draft template disclosure language now so you can deploy quickly if the bill advances.
Coordinate with your e-commerce and UX teams on where algorithmic pricing notices would appear (product pages, checkout, receipts) without tanking conversion rates.
Monitor the bill through the Illinois House Consumer Protection Committee and track sponsor activity, since the recent co-sponsor addition signals momentum.
If you sell nationwide, start scoping a 50-state disclosure strategy. Illinois often leads, and similar bills are pending in California, New York, and Colorado.
Who It Affects
Sponsors
Status Timeline
introduced
Added Chief Co-Sponsor Rep. Kam Buckner
May 15, 2026
AI-generated analysis for informational purposes only. Not legal advice. Always consult a qualified attorney for legal guidance.
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