Regulators Warn, Salesforce Buys Cresta, and O2 Blocks Scam Calls
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Regulators Warn, Salesforce Buys Cresta, and O2 Blocks Scam Calls
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Four UK regulators said existing law already covers personal AI agents, putting responsibility back on the firms deploying them for data use, authority, accountability and redress as autonomy increases. ⚖️🤖
Salesforce agreed to buy Cresta, the voice-agent company for customer service, while O2 began rolling out network-level blocking for suspected scam calls, with more than three million a week expected to be stopped.
The practical message is that deployers cannot assume autonomy reduces compliance duties, and businesses using voice agents must still think about transparency, data use and complaints handling. The episode also flags that O2 has not published a false-positive rate, appeal route or opt-out.
Next up is whether regulators turn this into more specific guidance, what Salesforce and Cresta disclose before the expected first-quarter fiscal year 2028 closing, and how O2’s rollout affects legitimate business calls. Signal and Story examines accountability, platform integration and network control over outbound calling.
Chapters
00:00 Introduction
00:41 Regulators and Personal Agents
04:42 Salesforce Buys Cresta
07:48 O2 Blocks Scam Calls
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