Assembly Bill 1186 aims to prohibit dynamic price gouging in the retail sale of consumer goods in Wisconsin. The bill defines dynamic price gouging as the practice of using computational systems, including artificial intelligence, to set customized prices for consumers based on their personal data. It specifies that consumer data can include information obtained from data brokers, surveillance, or without consumer consent, and also includes data that could lead to discrimination based on race, national origin, or sex. The bill applies to retail sellers, defined as individuals or entities selling consumer goods primarily for personal, family, or household use.

Under this legislation, retail sellers are prohibited from offering or selling consumer goods at prices determined, in whole or in part, through dynamic price gouging. If a retail seller violates this prohibition, the Department of Agriculture, Trade and Consumer Protection or the Department of Justice may issue a warning or initiate legal action, which could result in a civil forfeiture of up to $10,000 or injunctive relief. The bill establishes clear definitions and enforcement mechanisms to protect consumers from unfair pricing practices.