INTELIGÊNCIA ARTIFICIAL: IMPACTOS E RESPONSABILIDADES NO DIREITO DO CONSUMIDOR

This study analyzes the influence of artificial intelligence (AI) on consumer law, highlighting Bill nº. 2.338/2023 as an essential regulatory framework. The objective is to understand how AI impacts consumers’ daily lives, identifying risks such as information asymmetry, algorithmic discrimination, and lack of transparency. Using hypothetical-deductive and dialectical methods, the research reviews literature and analyzes case law, revealing that the regulation of AI in Brazil faces significant challenges, such as the need to balance innovation and the protection of fundamental rights. The results indicate that the absence of a consolidated legal framework generates uncertainties and may lead to abusive practices, compromising consumers’ privacy and security. The conclusions emphasize the urgency of regulation that guarantees rights such as access to information and the ability to contest automated decisions. Dialogue among government, businesses, and consumers is essential to create a safe and ethical environment. The research highlights that transparency in data collection practices is crucial for building consumer trust and mitigating the risks associated with AI use. Implementing an effective regulatory framework is essential to ensure that the benefits of AI are leveraged responsibly and ethically.