Consumer’s identity and artificial intelligence: Selected legal-economic aspects

The aim of the paper is to show selected threats to consumer’s identity resulting from the dynamic and ubiquitous development of artificial intelligence (AI) and the lack of legal regulations in the European Union on the example of Poland that would provide the protection of consumer’s identity and their economic decisions from the influence of AI. In the paper the following thesis is put forward: not only in Poland, but also in the European Union, legal regulations in force are insufficient to protect consumers from identity theft and manipulation of their market behaviors, especially when emotional AI techniques are applied. The research was conducted primarily based on the formal-dogmatic method, consisting in the linguistic and logical analysis of legal texts in force in Poland and the EU. Moreover, the course of the proposed considerations is based on the current and available literature on the subject, which, due to the diversity of approaches and research positions, implies reflection—asking further questions about consumer’s identity and its legal protection now and in the future.