A influência da inteligência artificial na publicidade direcionada e na formação de contratos de compra e venda online : uma análise jurídica do consentimento e da privacidade do consumidor

Abstract

This paper investigates the impact of Artificial Intelligence (AI) on targeted advertising and the formation of online purchase and sale contracts, emphasizing the legal analysis of consumer consent and privacy. It explores the evolution and application of autonomous systems in advertising, focusing on ad personalization, personal data collection, and the requirement for consent to be free, informed, and unequivocal according to the General Data Protection Law (LGPD). Highlighting the Federal Constitution of 1988, it assures the protection of personal data as a fundamental right. The study underlines the digital transformation acceleration caused by the COVID-19 pandemic, which increased electronic commerce use and personal data collection. In terms of civil liability, it discusses the challenges of assigning responsibility for actions conducted by autonomous systems, especially in privacy violations or discrimination cases. The work stresses the need for a balance between technological innovation and fundamental rights protection, considering the swift technological evolution and the law's capacity to adapt. Finally, the integration of intelligent systems in online commerce is complex, involving legal and ethical issues, necessitating multidisciplinary and collaborative solutions, and cooperation among developers, jurists, companies, and consumers. The research emphasizes that continuous regulatory adaptations are crucial to ensure legal and moral practices in the digital environment, safeguarding consumer rights in the AI era by balancing innovation and privacy.