Guidance

Complying with consumer law when using AI agents

How your business can benefit from agentic AI while still meeting your legal obligations.

• From: Competition and Markets Authority
• Published: 9 March 2026

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Complying with consumer law when using AI agents

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AI has the potential to boost economic growth and improve people’s everyday lives, and the Competition and Markets Authority (CMA) is committed to encouraging its use.

Using AI agents (or ‘agentic AI’) can benefit businesses in many ways. For example, they can help you to engage with customers or process refunds. 

But if an AI agent you use does something illegal, you are responsible. It’s important to train your agents properly to make sure you comply with consumer protection law.

This guidance sets out how your business can use agentic AI to engage with your customers, while staying on the right side of the law and doing right by them.

Published 9 March 2026