Consumer’s identity and artificial intelligence: Selected legal-economic aspects
Consumer’s identity and artificial intelligence: Selected legal-economic aspects

Summary/Abstract: The aim of the paper is to show selected threats to consumer’s identity resulting from the dynamic and ubiquitous development of artifi cial intelligence (AI) and the lack of legal regulations in the European Union on the example of Poland that would provide the protection of consumer’s identity and their economic decisions from the infl uence of AI. In the paper the following thesis is put for- ward: not only in Poland, but also in the European Union, legal regulations in force are insuffi cient to protect consumers from identity theft and manipulation of their market behaviors, especially when emotional AI techniques are applied. The research was conducted primarily based on the formal-dogmatic method, consisting in the linguistic and logical analysis of legal texts in force in Poland and the EU. Moreover, the course of the proposed considerations is based on the current and available literature on the subject, which, due to the diversity of approaches and research positions, implies refl ection—asking further questions about consumer’s identity and its legal protection now and in the future.

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