Guidance: Using AI agents: complying with consumer law.
The UK Competition and Markets Authority published guidance for businesses on using agentic AI while still meeting their consumer law obligations.
Why it matters: It sets out the CMA's expectations for businesses that deploy AI agents in consumer-facing roles.
Written by AI from UK Competition and Markets Authority's published text.
Full text
As published by UK Competition and Markets Authority, which licenses it for reuse. Our own summary is above.
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
We have also published research and analysis on current and future uses of agentic AI .
DRCF joint statement: protecting people and businesses in an agentic economy
On 30 October 2026, Digital Regulation Cooperation Forum (DRCF) members published a joint statement on protecting people and businesses in an agentic AI economy .
The statement sets out:
- the work already underway across the CMA, FCA, ICO and Ofcom, both individually and as a collective
- how the regulators will continue to collaborate, and work with the government, as the use of personal AI agents grows
- how existing legal and regulatory frameworks apply to these agents