How AI affects consumer advice

Risk of incorrect or simplified advice

AI provides general answers based on probability, not on a legal assessment. How the consumer protection rules apply depends on the details of the situation, national legislation and court rulings. Incorrect or oversimplified AI responses can lead consumers to have unrealistic expectations.

Or consumers act in ways that unintentionally weaken their position. This can happen when AI fails to recommend the best solution. Or when consumers demand unreasonable, unusual or even non-existent fees. Furthermore, the tone of a message written with AI can disrupt communication with the trader and reduce the chances of their cooperation.

AI doesn't recognise all important information in a complex case

AI often doesn't understand what's important in a difficult case. Many cases that ECC Netherlands handles are not so easy to solve. Every case first requires a general assessment of various circumstances. AI does not fully grasp which information is important in a legal case, particularly when it involves multiple laws and differing rules across countries.

Unclear, outdated, or fabricated information

It can be unclear on which sources AI bases the answers and how up-to-date they are. Consumers may find it difficult to determine whether the information is accurate, up-to-date, or relevant in their situation. Sometimes, they contact us and refer them to one or more court rulings. Those rulings are intended to support their case. But then it turns out those statements don't exist: the AI tool made them up. Reviewing the accuracy of materials generated by AI takes up unnecessary time for our legal advisors and can delay responses.

The role of the ECCs in an AI-shaped reality

Although AI can complement consumer advice, it cannot replace personal and professional guidance. Now that consumers sometimes share their things differently, the role of ECC Netherlands is becoming increasingly important as our legal advisers: 

• check whether the information the consumer has received via AI is correct
• investigate and explain what is actually applicable and important in a case
• see which solution and which tone suits the situation
• assess which other options the consumer has to solve the problem

AI can be useful for consumers seeking general information about their rights. However, there is a risk of receiving information that is incorrect, incomplete, or inapplicable. In cases involving multiple parties and countries, personal and professional advice is indispensable. Consumers are best able to engage with traders within the EU if they have realistic expectations and receive the right support. ECC Netherlands plays a central role in facilitating this.