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ANALYSIS OF LEGAL ASPECTS OF THE APPLICATION OF ARTIFICIAL INTELLIGENCE IN ELECTRONIC COMMERCE

Journal: International scientific journal "Internauka." Series: "Juridical Sciences" (Vol.1, No. 75)

Publication Date:

Authors : ;

Page : 102-107

Keywords : artificial intelligence; online store; legal responsibility; data confidentiality; consumer rights; liability for wrongful behavior;

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Abstract

Introduction. Today, humanity is at a stage where the development of artificial intelligence technologies is staggering and almost terrifying. AI-powered tools that perform tasks in seconds are no longer ideas; they circle around people and are used by representatives of many industries to conduct their activities. Artificial intelligence becomes especially important when carrying out activities in the online space, which provokes the emergence of questions regarding the specifics of legal protection of the participants of such relations. Purpose. The purpose of the study is to determine the place of artificial intelligence in electronic commerce and to systematize the legal features of its use for the purposes of online activity. Materials and methods. The following were used for the research: normative legal acts regulating the use of artificial intelligence in electronic commerce, scientific and practical works of domestic and foreign authors investigating the issue of using artificial intelligence in electronic commerce. During the study, the following methods were used: formal-legal and comparative-legal, which made it possible to determine the legislation in the field of using artificial intelligence; the functional-instrumental method provided for identifying the features of the practical use of artificial intelligence by economic entities, logical generalization of the results. Results. The research examines the etymology of the concept of artificial intelligence, analyzes various approaches to its definition. The main principles of the operation of artificial intelligence are established, the directions of its use in electronic commercial activity are graphically structured. The role of artificial intelligence in site search engines, product recommendation systems, dynamic pricing, chatbots, segmentation tools, product descriptions, advertising creatives, SEO tools, predictive analytics for inventory planning, and visual search is specified. The legal aspects of the use of artificial intelligence in electronic commerce are considered. The need for a critical attitude to data protection during activities related to the use of artificial intelligence has been established. Issues related to consumer rights and transparency are detailed. The legal aspect of determining liability in cases of errors or misconduct related to artificial intelligence is highlighted. Measures are proposed that are taken both at the legislative level and at the level of individual enterprises to regulate the possible legal consequences of the use of artificial intelligence, namely, constant updating of the legal framework and systematic monitoring of all legislative innovations, post-marketing monitoring and auditing, a critical approach to data protection clients and ensuring transparency of all processes related to artificial intelligence. Each of them is detailed. Discussion. In further scientific research in the outlined direction, we propose to focus attention on the analysis of legal practice regarding the prosecution of economic entities for the improper use of artificial intelligence, through the prism of determining the impact on the frequency of prosecution of the recently adopted EU Law on Artificial Intelligence.

Last modified: 2024-12-17 22:05:08