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The California Consumer Privacy Act — the most comprehensive US state privacy law, covering residents of California. It gives consumers rights to know what personal data is collected, request deletion, opt out of sale, and non-discrimination for exercising these rights. The California Privacy Rights Act (CPRA) amended CCPA in 2023 to add rights related to automated decision-making and sensitive personal information. Businesses subject to CCPA must disclose AI-driven profiling and provide opt-out mechanisms for certain automated decisions.
Why this matters for your team
If you serve California users and use AI that profiles them or influences consequential decisions, CCPA's automated decision-making rights apply. Review your AI tools' data-sharing terms — 'selling' data to a vendor for training may trigger opt-out requirements.
A California consumer can request that a company disclose whether it uses AI to evaluate their credit application and can opt out of certain AI-driven profiling under CCPA.