Democratic Caucus Chair and Assemblymember Rick Chavez Zbur introduced legislation Tuesday requiring large California businesses to provide timely access to human customer service representatives.
AB 1609, the Right to Human Customer Service Act, would guarantee consumers the right to speak with a real person within five minutes of requesting help through online chat or phone support during business hours.
Sponsored by Communication Workers of America District 9, the bill aims to end situations where consumers become trapped in automated systems or endless phone holds while trying to resolve basic issues.
"Technology should make life easier — not lock people out of the help they need," said Zbur, who represents Hollywood. "When Californians reach out for customer support, they deserve timely, transparent access to a real human who can understand their situation and help solve the problem."
The legislation would apply to large private businesses providing goods and services in California. It includes provisions limiting post-answer hold times and requiring prominent display of phone numbers for live telephonic assistance.
AB 1609 also addresses artificial intelligence transparency, prohibiting companies from misrepresenting AI systems as human and requiring clear disclosures when consumers interact with automated systems.
Consumer advocates say current automated systems often fail to understand complex problems, repeat scripted responses or disconnect calls without resolution. For Californians seeking help with housing, utilities, health care, travel or essential purchases, the inability to reach a human representative can have serious consequences.
"Consumers deserve to know and request human support when they are dealing with large corporations," said Frank Arce, vice president of CWA District 9. "It's more effective, efficient and is better for privacy rights."
The legislation allows businesses to continue using automation while ensuring consumers can reach human assistance within reasonable timeframes.
"Too many Californians are stuck in an endless loop with robots when what they need is real humans offering real help," said Samantha Gordon, chief advocacy officer for TechEquity. "By putting common-sense guardrails on automated customer service, California can ensure technology works for people — not the other way around."
Edited by SMDP Staff