AI's Impact on Consumer Advice
Consumers today are increasingly using AI tools to get answers about their rights. This also applies when they face cross-border problems and seek legal advice from their local European Consumer Centre (ECC). While this development offers opportunities, it also has clear limitations.
To ensure legally sound and effective consumer advice, it is important to understand the implications of using AI when contacting one of the 29 ECCs within the ECC Network (ECC-Net).
Risk of incorrect or oversimplified advice
AI provides general answers based on probability, not legal assessment. The application of consumer laws often depends on details of the situation, national legislation, and case law. Incorrect or oversimplified AI answers can lead consumers to have unrealistic expectations or act in ways that weaken their position.
Difficulty handling complex and individual cases
Many cases that ECC-Net handles are complex and require an overall assessment of several circumstances. AI lacks the ability to fully understand the context of an individual case, especially when it involves several legal areas and the rules of different countries.
Lack of source referencing and transparency
It can be unclear what sources AI bases its answers on and how up-to-date they are. For consumers, it can be difficult to determine whether the information is correct, current, or relevant to their situation. Sometimes consumers contact ECCs referring to guiding judgements, sometimes several, which are meant to support their case – but it turns out the AI tool made them up, and the judgements do not exist at all. Examining the material and checking if it's accurate takes a lot of time for the legal advisers.
The ECCs' role in an AI-shaped reality
Although AI can complement consumer advice, it cannot replace individual and qualified guidance. With the shift in how consumers share their cases, the European Consumer Centres are becoming increasingly important in their efforts to:
- verify and explain what actually applies to an individual case
- nuance or correct information that the consumer received via AI
- assess possibilities for mediation and legal action under EU rules
AI can be a valuable support for consumers seeking general information about their rights. At the same time, the use of AI involves clear risks when the information is not correct, complete, or adapted to the individual case. In cross-border cases – where rules and conditions are often complex – the need for qualified and individual advice is particularly great. Therefore, ECC-Net plays a central role in ensuring consumers receive proper guidance, have realistic expectations, and get the right support when interacting with companies within the EU.