SIC opinion on AI in consumer service

Regulator guidanceSIC 2025 opinion on AI and consumers

Summary

Answers a contact center using AI-generated calls: calls for transparency, privacy, security, accountability and protection of minors.

Companies that serve consumers with AI.

The rule has no penalty regime of its own, or it does not apply.

Official name: Concepto SIC sobre lineamientos de uso de inteligencia artificial en servicios al consumidor
Official reference: Concepto de la Superintendencia de Industria y Comercio, 16 de abril de 2025
Regulator: Superintendency of Industry and Commerce (SIC)
Official source: Check the sourceHow we verify sources

Obligations table
Obligation	Article or citation	Status	Date	Who it applies to	Verification
Tell consumers when they are interacting with AI	Concepto SIC del 16 de abril de 2025; Ley 1480 de 2011	Regulator guidance	April 16, 2025	Companies that serve or contact consumers through chatbots, agents or AI-generated calls.	Verified in the official source on November 4, 2026

Concepto SIC del 16 de abril de 2025; Ley 1480 de 2011Regulator guidance

Applies from April 16, 2025

When it relates: Companies that serve or contact consumers through chatbots, agents or AI-generated calls.
What the rule provides: Be transparent about AI use in service and calls, protect data and take special care with children and teenagers.
Typical evidence: AI interaction script or notice
Related base documents: AI Interaction Notice and Synthetic Content Labeling
Supporting documents: Human Escalation Protocol for Customer Service
Chatbot Protocol for Minors and Crisis Situations
Verification: Verified in the official source on November 4, 2026Checked on the SIC e-portal: opinion published on Apr 16, 2025 (file 25-86338), which calls for transparency, privacy, security and protection of children based on Law 1480, Law 1581 and CONPES 4144. SIC opinions are not binding.