The California Attorney General has just given companies fresh compliance tasks related to their use of personal data for marketing and AI development. In a recent formal opinion, the regulator clarified that companies’ inferences about consumers count as separate pieces of personal information under the CCPA – even when those insights are obtained from publicly available data that the law classifies as exempt. The AG’s determination will force businesses to review and possibly reshape compliance measures for AI algorithms and decisions, consumer data requests, privacy notices and their campaigns to target products, services and ads. This article delivers insights from privacy law practitioners on the opinion’s impacts and several questions it prompts, including the gut checks that companies now must make on handling consumer rights. See “Will It Be Goodbye Forever? Navigating Consumer Requests to Delete Personal Data” (Feb. 9, 2022).