Abstract

In a cross-section manner, the article analyses the influence of artificial intelligence on e-commerce, indicating the role of AI in automation of shopping processes, customized offer and overall customer service. The author points to examples of using AI by platforms such as Allegro or Amazon identifying possible issues, which may appear in B2C relations. The algorithms may be used to manipulate customers’ behavior, and the lack of transparency in functioning of recommender systems raises questions regarding their use within boundaries set by regulations. The EU AI Act, which introduces obligation of algorithms’ transparency and forbids specific practices, gains in importance. The author also draws attention to other legal acts significant to the sector of e-commerce, i.a. the General Product Safety Regulation (GPSR) and the European Accessibility Act (EAA), which impose on entrepreneurs additional requirements regarding transparency of transactions and adaptation of services to the needs of different groups of users. The article also point out selected global regulations such as the Canadian Artificial Intelligence and Data Act (AIDA), which is based on risk assessment and concentrates on a responsible data usage, introducing mechanisms of consumers’ protection against manipulation and pressure from AI systems.