AI agents dealing with customers

Among the CMA's examples, an AI agent might answer customer queries, process refunds or run a marketing campaign. The customers on the other end keep the same rights as ever.

Who answers for the agent

In guidance published on 9 March 2026, the Competition and Markets Authority (CMA) compares an AI agent to an employee. The business is responsible for what either of them does. Buying the agent in from a supplier doesn't change that, the CMA adds.

The CMA says a business must treat its customers fairly, whether they deal with a person or with an AI agent. The CMA can fine a business that breaks consumer protection law, and can make it compensate the customers affected. Under the Digital Markets, Competition and Consumers Act 2024, the fine can reach £300,000, or 10% of the business's worldwide turnover if that is higher.

Telling customers it is AI

The CMA says that if knowing an agent is AI might change a customer's decision, the business should tell them. It also warns against overstating the part AI plays, or what it can or cannot do.

Setting the agent up

The CMA asks businesses to think about the data an agent needs and how it will be prompted. The aim is an agent that respects customers' statutory rights and contract terms, such as cancellation rights. It should also avoid misleading people, and obtain any consents the business needs under consumer law.

The CMA counts testing as part of training an agent. It asks businesses to use the results to check the agent, and improve it where needed, before deploying it.

Checking it once it is running

The CMA wants a person to stay involved once the agent is live, actively checking its decisions and results. The CMA gives the reason: some AI models can "hallucinate" results that are nonsensical or inaccurate.

Where the agent goes wrong, the CMA asks businesses to act quickly, for example by changing its prompts or workflows. The CMA singles out agents that reach large numbers of people, or vulnerable customers, as the cases where speed counts most.

Refunds, queries and marketing

For refunds, the CMA points to customers' rights under the Consumer Rights Act 2015 and the Consumer Contracts Regulations 2013. An agent also has to follow the business's own terms, such as an extended returns period.

For customer queries, the CMA says a business must answer accurately about prices, products and rights. It must not make it difficult for people to use their rights.

For a marketing campaign, the CMA points to the Digital Markets, Competition and Consumers Act 2024. Prices should include all unavoidable charges, paid endorsements should be labelled, and any offer or price cut should be genuine.

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