Legal Governance of Artificial Intelligence in Consumer Protection: A Comparative Study in Light of Algerian and Comparative Legislation

Abstract

As consumers increasingly turn to e-commerce to obtain digitalised products and services (connected goods, digital content and services), and as commercial practices themselves become digitalised (customer targeting, price and product comparison, chatbots), the legal framework for consumer protection both at global and, especially, national level is being put to the test, A significant tension exists between the technological contributions of artificial intelligence (AI), which drive "digital consumption," and the need to protect consumers from the risks that AI generates, particularly risks linked to the diffusion of liability among economic actors. This study analyses the current and emerging regulatory framework, at international and national level, for the consumer market, in order to assess its capacity to meet the challenges posed by AI, and asks which regulatory mechanisms for AI could ensure a fair balance between consumer protection and AI development in the digital market. The study adopts a descriptive and analytical, and at points comparative, methodology.