Press Release: AB 1609 "Right to Human Customer Services Act"

Assemblymember Rick Chavez Zbur Introduces
“Right to Human Customer Service” Act

AB 1609, the Right to Human Customer Services Act, guarantees Californians the right to speak with a real human for customer service, limits long hold times, and requires transparency when companies use AI for customer service platforms.

SACRAMENTO, CA – Democratic Caucus Chair and Assemblymember Rick Chavez Zbur (D–Hollywood) today introduced AB 1609,the Right to Human Customer Service Act, legislation designed to ensure Californians can reach a real person for customer service instead of being trapped in endless phone holds or frustrating AI chatbot loops.Sponsored by the Communication Workers of America (CWA) District 9, AB 1609strikes a balanced approach by ensuring that businesses can continue using automation while guaranteeing consumers the right to speak with a human within a reasonable amount of time.
 

Across industries, consumers increasingly report being unable to resolve basic issues because customer service systems rely heavily on automated chatbots and long telephone hold times. These systems often fail to understand complex or sensitive problems, repeat scripted responses, or disconnect calls without resolution — wasting hours of consumers’ time and leaving critical issues unresolved. For Californians seeking help with housing services and appointments, utility services, health care, travel or essential purchases, the inability to reach a human representative can have serious consequences.
 

“Technology should make life easier — not lock people out of the help they need,” said Assemblymember Zbur. “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.”

This bill requires large private businesses that provide goods and services in California to ensure timely access to human customer service during business hours, including providing a live representative within five minutes of a request for both online chat and telephonic support, and limiting post-answer hold times. AB 1609 also strengthens transparency by prohibiting companies from misrepresenting AI systems as human, requiring clear disclosures when consumers are interacting with automated systems, and ensuring businesses prominently display a phone number so customers can reach live telephonic assistance when needed.

“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.”

“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, TechEquity. “This approach affirms a simple principle: people deserve access to human support when it matters. By putting common-sense guardrails on automated customer service, California can ensure technology works for people — not the other way around.”
 

The Right to Human Customer Service Act reflects California’s commitment to strong consumer protections, accessibility, and responsible use of technology — ensuring that innovation serves people, not the other way around.

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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.