AI at work, by industry · Customer service staff and managers, e-commerce and retail managers, and small business owners
AI in retail and customer service: consumer law when an AI agent serves the customer
The same rules apply whether a person or an AI agent answers. What that means for refunds, prices and promises.
- 2modules
- 1.5CPD hours
- 90guided minutes
- Freeto study
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About this course
AI agents now answer customer queries, process refunds, recommend products and run marketing campaigns. On 9 March 2026 the Competition and Markets Authority published guidance for businesses that use them. Its message is one sentence: when it comes to dealing with your customers, the same rules apply whether using AI or human agents.
You are responsible for what an AI agent does in the same way you are responsible for what an employee does, even if someone else designed or provides it. Break consumer protection law and you could be fined up to 10 per cent of worldwide turnover and made to compensate the customers affected.
This course follows the guidance's four steps: tell customers, train the agent on the law, monitor it, and put problems right quickly. The second module works through refunds, prices and customer queries.
What you will be able to do
- State who is responsible for what an AI agent does
- State the penalties under consumer protection law
- Decide when customers must be told they are dealing with AI
- List what an agent must be set up to respect
- Explain why testing comes before deployment
- Monitor an agent with a human in the loop
- Act quickly when an agent gets it wrong
- Apply refund and cancellation rights when an agent handles the request
Modules
Assessment and certificate
Knowledge check after each module and a final assessment at 80 per cent, with unlimited attempts.
A digital certificate, issued the moment you have passed and paid, showing 1.5 CPD hours with a verification code. It evidences knowledge of the published position. It is not a regulated qualification, it is not legal or professional advice, and it is not endorsed by the Competition and Markets Authority. Whether it counts towards your own CPD requirement is for you to judge against your body's rules.
Questions
Who is responsible if an AI agent gives a customer wrong information?
The business. The CMA's guidance says you are responsible for what an AI agent does in the same way you are responsible for what an employee does, even if someone else designed or provides the agent.
Do we have to tell customers they are dealing with AI?
If the fact they are dealing with AI rather than a person might affect people's decisions, you should tell them. You should not mislead customers into thinking a service is being provided by a real person, and should not overstate what the AI does.
What are the penalties?
For breaking consumer protection law a business could be fined up to 10 per cent of its worldwide turnover and possibly be made to compensate affected consumers.
What should we do when the agent gets something wrong?
Act quickly, for example by refining prompts or workflows, especially where the agent deals with large numbers of people or with vulnerable customers.