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RequestUpdated on 21 February 2026

The Ethical Eye – Agentic-AR Frameworks for Human-Centric Retailing & Wearable Consumer Protection (MSCA Doctoral Network 2026 Proposal)

Yioula Melanthiou

Academic - Communications and Marketing, Doctoral Program Coordinator at Cyprus University of Technology

Limassol, Cyprus

About

The Cyprus University of Technology (CUT) is initiating a high-impact consortium for the upcoming MSCA Doctoral Network (DN) 2026 (HORIZON-MSCA-2026-DN-01). We are seeking interdisciplinary partners to develop a next-generation "Phygital" retail framework: The Ethical Eye.

The Research Vision: As retail shifts toward "Agentic Commerce," we investigate the integration of Smart Glasses (AR) with Autonomous AI Agents that act as personal consumer guardians. This project explores how agentic systems can proactively verify Digital Product Passports (DPP) in real-time, filtering products based on a user's ethical standing intent while protecting against digital "Dark Patterns" and biometrically-driven manipulative marketing.

Seeking Partners in the Following Areas:

  • Technical (Academic/SME): Experts in near-eye optics (waveguides), on-device Agentic AI, and Model Context Protocol (MCP) for wearable devices.

  • Industrial (Retail/Tech): Consumer brands and retail technology providers interested in Human-Centric Web 4.0 and "zero-click" commerce architectures.

  • Legal & Societal (Research): Specialists in Digital Fairness, data sovereignty, and the ethics of wearable AI.

Our Contribution: CUT offers a world-class research environment with expertise in Engineering, Geomatics, and Communication. With 20+ years of senior marketing and brand strategy experience, we will lead the Impact and Knowledge Valorisation (PDEC) work packages, ensuring the project is uniquely positioned for market uptake and aligned with the 2030 European Digital Agenda.

Organisation

Cyprus University of Technology

University

Limassol, Cyprus

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