Regulating Artificial Intelligence Intimacies: The Miseducation of South Korean AI Chatbot Iruda

Background: The AI companion “Iruda” became the first case in South Korea where a tech company was fined under the Personal Information Protection Act (PIPA), raising critical concerns about synthetic media and their role in data extraction through parasocial intimacy. Analysis: Drawing on the Iruda case, this article analyzes the ethical and privacy implications of synthetic media in a Canadian context, highlighting where regulatory gaps persist, with the Artificial Intelligence and Data Act (AIDA) lacking clear definitions of “high impact” AI systems and the Online Harms Act excluding most chatbot products. Conclusions and Implications: The Iruda case emphasizes the urgency of developing targeted regulations for synthetic media in Canada, ensuring frameworks like AIDA and the Online Harms Act adequately address risks tied to the extraction of parasocial data.