This bill mandates that any person owning or controlling AI-generated content must label it as such, either within the content's metadata or through other technological means, to provide indelible verification of its origin. The Director of the National Institute of Standards and Technology (NIST) is responsible for determining the appropriate technological methods for this labeling. The Federal Trade Commission (FTC), in consultation with NIST, is required to issue regulations within six months detailing how these labels are to be displayed. Violations of these labeling requirements will be treated as unfair or deceptive acts or practices under the Federal Trade Commission Act, empowering the FTC to enforce compliance using its existing powers. AI-generated content is broadly defined to include any video, image, audio, or text created by artificial intelligence.