The UK’s Competition and Markets Authority (CMA) has issued a report highlighting the potential risks associated with the rise of AI-powered assistants that go beyond simple query responses to perform tasks such as booking services or managing subscriptions. While tech companies promote these agents for convenience, the CMA expresses concerns over the autonomy these systems have and the potential consequences of errors, manipulation, and reduced consumer agency.

The report stresses the possibility that AI assistants might not act in the consumer’s best interest, instead driving users towards more expensive or inappropriate options that benefit the companies providing the AI services. The ability of these agents to personalize offers based on detailed user profiles could obscure such manipulative practices, often termed ‘dark patterns.’

Moreover, the reliability of AI models remains a concern, with potential errors carrying more significant repercussions when these systems are allowed to make independent decisions. The CMA also raises questions about bias and opaque decision-making processes, which can hinder accountability under existing consumer protection standards.

Despite these concerns, the CMA does not propose new regulations at this stage, noting that current consumer protection laws apply equally to AI-driven decisions. Companies behind AI assistants would still be held accountable for any misleading or unfair activity orchestrated by their software.