The role of artificial intelligence (AI) in shaping data privacy

Purpose This study aims to illustrate the manifold ways in which artificial intelligence (AI) serves as both a sentinel and a potential intruder in the realm of personal data protection. Additionally, it delves into the legal and ethical frameworks governing the use of AI in data-centric contexts. Design/methodology/approach Using a qualitative doctrinal methodology, this research examines existing literatures on AI, data privacy and related laws/regulations. This study explores the multifaceted role of AI in shaping data privacy and the symbiotic relationship between AI and data privacy. Findings It was discovered that there are insufficient AI-specific regulations, and that AI both fortifies and threatens the sanctity of personal data. As such, there is the need for transparency, fairness, accountability and adherence to data privacy regulations to ensure effective use of AI in data privacy. Research limitations/implications This study limits itself to the intersection of AI and data privacy and how innovation, legislations and ethical considerations are intricately intertwined. Originality/value By examining case studies and examples from the real world, this study endeavors to provide a comprehensive perspective on the dynamic landscape of AI and data privacy. It forecasts future trends and challenges, offering insights into how AI may continue to influence and safeguard data privacy while simultaneously posing novel risks.