Dr. Ch.Lakshmi, Asst.Professor, Damodaram Sanjivayya National Law University, Visakhapatnam, Andhra Pradesh, India
ABSTRACT
The modern market has undergone drastic transformation with the rapid development of E-Commerce. The contemporary markets have led to not only plethora of products and services but also new delivery systems, options and opportunities for consumers. Since long time, consumers are easily attracted by Advertisements. As time goes on, with the development of technology, these Ads are to continue to become more tailored to the individual as his choice. Specifically in this 21St Century, Ads are going to continue to become smarter and more embedded in our daily lives- thanks to AI. Being a human in this global digital world, we are all enjoying many privileges with the help of technology. Many Tech Savvies are completing their day to day transactions for all products, facilities and services, just by a touch. Machine Learning Algorithms’ can learn our behaviour and before we know about the product, they know very well about our preferences or choices. Artificial Intelligence is going to take targeted or personalized advertising to a whole other level. This paper aims to understand How far AI impact on consumers in their daily life; What is the legal regime to regulate marketing activities and what is required to protect the interests of consumers.
Keywords: E-commerce; Digital Marketing; AI, Consumer, Legal Framework)
