Consumer Scotland has launched an investigation into the benefits and risks to consumers of using artificial intelligence (AI) tools.
The investigation will focus on how consumers are using AI-generated information and advice about consumer issues, how to pursue complaints and how to engage with organisations.
It will examine the reliability of AI-generated consumer information and advice, including its accuracy and practical usefulness.
The investigation will review how consumers use AI, how much they trust its responses, whether they check the information provided and how it influences their actions.
And it will assess whether AI-generated advice takes appropriate account of laws, services and solutions specific to Scotland, which may differ from those in other parts of the UK.
Evidence will be gathered from advice, advocacy, redress and enforcement bodies, as well as public services, to understand how consumer use of AI is affecting the enquiries, complaints and other submissions they receive.
The investigation will also explore whether increasing volumes of AI-assisted submissions are creating new challenges for such organisations and identify examples of how best to respond to them.
The findings may also provide insights relevant to wider public service reform, focused on the development of more accessible services, designed around people's needs.
Chief Executive of Consumer Scotland Sam Ghibaldan said:
"Generative AI is becoming part of everyday life for many consumers. AI tools can help people understand information, organise their concerns and draft enquiries or complaints.
"For people who find it difficult to access advice or explain a problem, these tools may make it easier to seek help and pursue a resolution with greater confidence.
"However, consumers need information they can trust. If AI-generated advice is inaccurate, incomplete or does not reflect Scotland's laws and services, there is a risk people could be misled or take actions that are not in their best interests.
"This investigation will help us better understand both the opportunities and risks associated with consumer use of AI and identify practical ways to help people benefit from these technologies while reducing the risk of harm."
Background
Investigation launch: Consumer advice and information in the age of AI
Organisations who would like to contribute evidence or share their views can contact Consumer Scotland at AIinvestigation@consumer.scot.
The investigation will look at major web-based AI services commonly used by consumers, rather than businesses or organisations that include embedded AI services on their websites, such as customer service chatbots. Regulating AI technology itself is outside the scope of this work.
Consumer Scotland does not provide individual consumer advice or investigate consumer complaints. Consumers seeking advice should contact Advice Direct Scotland or call 0808 164 6000.
Consumer Scotland is the independent statutory body for consumers in Scotland, established under the Consumer Scotland Act 2020.
Under the Act, Consumer Scotland can undertake investigations into sectors or practices that cause, or may cause, harm to consumers and publish recommendations for action.