Zbur Bill Guaranteeing Access to Human Customer Service Passes Assembly

AB 1609 Ensures Consumers Can Reach a Real Person Instead of Endless Hold Times and AI Loops

SACRAMENTO, CA - Democratic Caucus Chair and Assemblymember Rick Chavez Zbur's (D-Hollywood) bill AB 1609, the Right to Human Customer Service Act, has passed the California State Assembly and now heads to the Senate. Sponsored by the Communication Workers of America District Council 9, the bill ensures consumers can access human customer service support within a reasonable period of time and requires businesses to disclose when consumers are interacting with artificial intelligence rather than a human representative.

"Technology should make our lives easier-not trap consumers in endless phone trees, AI chat loops, and hours-long hold times," said Assemblymember Rick Chavez Zbur. "As AI becomes a larger part of everyday life, California has an opportunity to set clear expectations that innovation must work for consumers-not replace meaningful human interaction when people need help. Whether someone is trying to refill a prescription, resolve a billing issue, or address a problem with a service they paid for, they deserve the ability to reach a real person who can help. AB 1609 establishes a basic consumer protection: the right to human customer service."

As artificial intelligence and automated customer service platforms become increasingly common, consumers are reporting growing frustration with systems that fail to resolve complex issues, provide scripted responses, or make it difficult to reach a human representative. While automated systems can efficiently handle routine requests, they often struggle to address nuanced situations requiring judgment, flexibility, or empathy.

For many Californians, these failures are more than an inconvenience. Delays in reaching customer service representatives can impact access to medications, health care services, travel arrangements, utility accounts, and other essential services. Consumers often spend hours navigating automated systems without receiving meaningful assistance or resolution.

AB 1609 requires large businesses serving California consumers to provide access to human customer service during normal business hours. Under the bill, businesses offering online customer service platforms must make a good-faith effort to connect consumers with a human representative within fifteen minutes of a request. Businesses offering telephone customer service must also make a good-faith effort to provide human assistance within fifteen minutes and limit extended hold times after a call is answered.

The bill additionally requires businesses to clearly disclose when consumers are interacting with an AI-powered customer service system and prohibits companies from representing an artificial intelligence system as a human being. Businesses that offer telephone customer service must also prominently display their customer service phone number on their website.

"Consumers deserve to know and request human support when they are dealing with large corporations," said Frank Arce, Vice President, CWA District 9. "It's more effective, efficient and is better for privacy rights. Many of our union members are the first and most important line of contact with consumers and we take pride in resolving issues when someone reaches out for help. Technology should not be used to the detriment of consumers and workers."

Assemblymember Rick Chavez Zbur serves as the Democratic Caucus Chair for the California State Assembly and represents the 51st Assembly District, which includes Universal City, Hollywood, Hancock Park, West Hollywood, Beverly Hills, Westwood, West Los Angeles, Santa Monica, and other portions of Los Angeles.

CONTACT: Vienna Montague, (916) 319-2051, [email protected]