RequestUpdated on 21 February 2026
The Ethical Eye – Agentic-AR Frameworks for Human-Centric Retailing & Wearable Consumer Protection (MSCA Doctoral Network 2026 Proposal)
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:
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Technical (Academic/SME): Experts in near-eye optics (waveguides), on-device Agentic AI, and Model Context Protocol (MCP) for wearable devices.
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Industrial (Retail/Tech): Consumer brands and retail technology providers interested in Human-Centric Web 4.0 and "zero-click" commerce architectures.
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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
Similar opportunities
Project cooperation
MSCA DN for Agentic Ai and Human-Agent Teaming in Retail Ecosystems: Seeking Consortium Partners
- Proposal Idea
- MSCA-DOCTORAL NETWORKS
- Proposal under Development
- DOCTORAL NETWORK: Looking for Partner/s (Beneficiaries or Associated Partners)
Gültekin Cakir
Lecturer in Strategic Managment at Technological University Dublin
Dublin, Ireland
Project cooperation
UPSA is seeking to collaborate in MSCA projects
- MSCA-COFUND
- MSCA-CITIZENS
- MSCA-STAFF EXCHANGES
- MSCA-DOCTORAL NETWORKS
- MSCA-POSTDOCTORAL FELLOWSHIPS
Cristina Franco Vázquez
Officer at the International Project Office at Universidad Pontifica de Salamanca
Salamanca, Spain
Expertise
- MSCA and CITIZENS
- ENG - Information Science and Engineering
- STAFF EXCHANGES: Beneficiary / Associated Partner
- COFUND: Implementing Partners / Associated Partners
- DOCTORAL NETWORKS: Hosting Doctoral Candidates / Secondments / Trainings
- POSTDOCTORAL FELLOWSHIPS: Hosting Postdoctoral Candidates / Secondments / Placements
Kapal Dev, PhD
Assistant Professor- Agentic AI - Security & Privacy- at Munster Technological University