While the widespread use of AI may provide many benefits, it also presents significant challenges and risks to consumers from which they are insufficiently protected. A key question is who to hold responsible if something goes wrong and a consumer suffers damages from an AI system. For example, what happens if an AI system used by an insurance company refuses to grant an insurance policy because it has used biased or incorrect data? It is essential that the EU’s product liability rules establish a clear and enforceable legal framework that gives consumers access to justice.