ADVERTISING IN THE ERA OF CONVERSATIONAL ASSISTANTS: ETHICAL AND LEGAL IMPLICATIONS OF EXPLOITATING INTIMATE CONVERSATIONS

The integration of conversational artificial intelligence systems into the digital ecosystem has profoundly transformed contemporary advertising strategies. Direct interaction between consumers and virtual assistants enables the collection and analysis of significant volumes of conversational data, facilitating the hyper-personalization of commercial messages. However, the use of this data raises major ethical and legal issues, particularly with regard to privacy protection, emotional manipulation, and the transparency of algorithmic processes.The study analyzes the economic impact of conversational advertising, the risks associated with the exploitation of intimate conversations, and the applicable legal framework. The analysis is based on international statistical data and an assessment of the European and national regulatory framework. The results highlight the need to develop regulatory and self-regulatory mechanisms for the responsible use of artificial intelligence in marketing.