Senate Bill 1171 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 outlines that a retail seller, defined as anyone selling consumer goods primarily for personal use, cannot offer goods at prices determined 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 take legal action, which could result in a civil forfeiture of up to $10,000 or injunctive relief. The bill establishes clear definitions for key terms such as "consumer," "consumer goods," and "retail seller," and sets forth the enforcement mechanisms and penalties for non-compliance. The act is set to take effect four months after its publication.