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CMA guidance on agentic AI: UK consumer law compliance, risks, transparency and oversight—practical steps for businesses deploying autonomous AI agents

Published on: 17 March 2026

Published by a LexisNexis Commercial expert
Legal News
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Article summary

On 9 March 2026, the CMA released guidance titled ‘Complying with consumer law when using AI agents’, together with research called ‘Agentic AI and consumers’. These publications signal rising regulatory focus on the impact of autonomous AI in consumer markets and examine how existing consumer legislation applies to agentic AI. The CMA sets out a policy overview of agentic AI, considers potential future developments, identifies likely benefits and risks for consumers, and outlines actions for businesses building or using agentic AI to ensure compliance with consumer law and to cultivate trust in their systems.

This commentary summarises:

  • the scope of the CMA’s analysis
  • key takeaways for practitioners
  • practical steps businesses can take now to meet consumer protection expectations

What the publications covers

From tools to autonomous agents

A central theme is the movement of consumer-facing AI from solutions that chiefly serve as tools—where the user stays responsible for decisions and actions—towards agentic AI capable of acting independently on a user’s behalf...

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