Retail and e-commerce

Retailers and online stores use AI to serve customers through chatbots, personalize offers, set prices and generate product content. The main risk is to consumers: lack of transparency, discriminatory treatment or deceptive practices, so AI transparency rules, the right to a human agent, and consumer and data protection laws apply.

Relevant sector rules

EU: AI interaction notices and synthetic content labeling (AI Act Art. 50) apply from Aug 2, 2026; the Commission is preparing a Digital Fairness Act on deceptive design and exploitative personalization. Spain: Customer Service Law 10/2025 requires large companies and basic-service providers to offer a human agent, with an adaptation period until Dec 28, 2026. Peru: Law 31601 grants a right to a human option when facing chatbots, and the commerce-sector deadline under the AI regulation is Sep 10, 2027. Chile: SERNAC's circular on AI in consumer relations calls for risk assessment and no arbitrary discrimination; Law 21,719 applies from Dec 1, 2026. Colombia: the SIC issued criteria on AI in consumer service (Apr 2025). Mexico, Argentina, Ecuador and Brazil: general consumer and data protection laws. US: the FTC acts against deceptive AI claims; California requires disclosure of bots used to sell (SB 1001) and the CCPA ADMT rules from 2027.

Typical AI uses

Sector regulators

European Union: European Commission, consumer protection
Spain: Ministry of Social Rights, Consumer Affairs and 2030 Agenda (consumer affairs)
Spanish Data Protection Agency (AEPD)
Ecuador: Ombudsman's Office (consumer protection)
Superintendency of Personal Data Protection (SPDP)
Colombia: Superintendency of Industry and Commerce (SIC)
Peru: National Institute for the Defense of Competition and Intellectual Property (INDECOPI)
Mexico: Federal Consumer Protection Agency (PROFECO)
Chile: National Consumer Service (SERNAC)
Argentina: National Consumer Protection Directorate
Brazil: National Consumer Secretariat (Senacon)
United States (federal): Federal Trade Commission (FTC)
California: California Privacy Protection Agency (CPPA)