This bill establishes a prohibition against individuals or entities that develop or deploy artificial intelligence systems in New Jersey from advertising or claiming that these systems can function as licensed mental health professionals. It defines "artificial intelligence" broadly, encompassing systems that perform tasks requiring human-like capabilities, such as perception, cognition, and decision-making. The bill also specifies what constitutes a "licensed mental health professional," referencing various regulatory boards and committees responsible for licensing mental health practitioners in the state.

Violations of this prohibition are classified as unlawful practices under the New Jersey Consumer Fraud Act, which carries penalties of up to $10,000 for first offenses and up to $20,000 for subsequent offenses. The Attorney General is empowered to issue cease and desist orders, and violators may also face punitive damages, treble damages, and costs awarded to affected parties. The act is set to take effect six months after its enactment, although the Director of the Division of Consumer Affairs may take necessary anticipatory actions for its implementation.