To spread awareness among the consumers, the World Consumer Rights Day is marked annually on March 15. For this year, the theme of ‘Fair and responsible AI for consumers” was selected by an umbrella group representing around 200 consumer organisations spread globally. The day is usually focused on addressing misinformation, privacy violations, and discriminatory practices. Interestingly, this year it also includes the possible violation of consumer rights through the misuse of AI. But why is AI is under the light?