On 8 May 2024, the American state of Colorado passed SB24-205, enacting protections for consumers in their interactions with AI systems. The bill was first introduced on 10 April of this year, making this a remarkably quick passage of the law. The law represents the rapid escalation of efforts, both in the country and globally, to tackle AI risks and harms by mandating regulation of AI and comes on the heels of several recently released pieces of guidance and proposed laws from the US federal government for sweeping legislation of AI. The passing of SB205 also builds on Colorado’s existing progress towards AI regulation with SB21-169, which protects consumers from unfair discrimination resulting from the use of external customer data and algorithms in insurance, passed mid-2023.