Research and analysis
Agentic AI and consumers
How agentic AI could affect consumers' lives, how the law applies, and what businesses should do to mitigate risk.
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AI is now embedded in many aspects of everyday life. Consumers interact with it in different ways, saving them time and improving access to information. But agentic AI could mark a step change in how people use AI and its impact on their lives.
The Competition and Markets Authority (CMA) has explored how agentic AI is being used today, what the future could hold and how this will affect consumers.
Updates to this page
Published 9 March 2026