Regulatory efforts dominated discussions this week, as the Digital Fairness Act (DFA) consultation extended to October 24, 2025, after receiving over 3,000 submissions from EU citizens and gaming communities. A pivotal paper by Christoph Busch highlighted the need for the DFA to explicitly address agentic AI, warning that current drafts risk obsolescence by assuming human decision-makers. Busch proposed agent-friendly interfaces with standardized APIs for purchases and cancellations, alongside consumer protection by design—requiring agents to log decisions, allow human overrides, and resist adversarial hijacking. These measures aim to balance automation with user control, addressing vulnerabilities in behavioral manipulation and transactional fairness.

In education, UNSW’s Scout emerged as a breakthrough. This agentic AI, powered by Microsoft Azure OpenAI, handles routine student queries about course logistics and support services, freeing academics to focus on complex academic discussions. Pilot students now ask lecturers about research topics instead of assignment deadlines, while Scout’s empathetic responses help students navigate mental health resources. The tool’s success aligns with UNSW’s roadmap to reduce administrative barriers and enhance digital accessibility, demonstrating how AI agents can elevate both student wellbeing and academic quality.

Corporate adoption challenges were revealed in EY’s survey of 500 US senior leaders. While 73% envision AI agents managing entire business units, only 14% have fully implemented agentic AI. Barriers include complexity (87%), data quality (83%), and employee resistance (24%). Despite these hurdles, 89% believe human oversight remains essential, and 64% plan to increase training for responsible AI use. This tension reflects a strategic shift toward in-house AI solutions, as organizations seek tailored tools to address unique operational needs.

Ecommerce accessibility gained attention after Google’s John Mueller advised testing sites for AI agent compatibility. This ensures automated tools can navigate and interact with online stores, critical as agentic AI becomes a primary interface for users. The guidance emphasizes proactive design to avoid exclusion, aligning with broader inclusion goals.

Marketing trends highlighted agentic AI’s impact on consumer engagement, with Netcore Cloud reporting 2x conversions and 23% higher campaign performance for early adopters. As 60% of consumers now expect AI-powered brand experiences, marketers are leveraging agents to personalize interactions and streamline workflows. These advancements underscore the growing expectation for inclusive, adaptive technologies that cater to diverse user needs.