Transformation of Consumer Protection Law and Business Ethics in The Era of Artificial Intelligence Technology: User Protection Perspective and Corporate Responsibility

Abstract

Artificial intelligence technology has brought rapid development that has had a significant impact on human life. Although it provides convenience and benefits, there are also risks and challenges that need to be anticipated, especially regarding consumer protection and business ethics. The potential for misuse of personal data demands legal transformation to safeguard user rights. This includes clarity on consumer rights regarding the use of personal data and protection against data misuse. Protecting business ethics is also crucial, with companies being obliged to consider ethical aspects in the use of artificial intelligence technology. This research aims to examine how legal changes in facing artificial intelligence technology affect user protection in the digital era and the responsibility of companies in upholding business ethics and providing optimal protection to users. The company's responsibility in upholding the principles of business ethics and providing optimal protection to users in the context of artificial intelligence technology includes transparency in data usage, avoiding discrimination, data security, protection against cyberattacks, and the application of ethical principles in the use of AI technology. Companies also have a responsibility to raise user awareness, provide complaint and assistance mechanisms, conduct regular testing and evaluation, and collaborate with non-profit organizations and the government.