Leveling the Playing Field: Tackling Unfair Contractual Capacity Discrepancies in Artificial Intelligence-driven B2C Financial Transactions

Abstract

Artificial Intelligence and other digital technologies have been integrated into various industries, impacting consumer rights in Business to Consumer (B2C) transactions. While these technologies have the potential to revolutionize economies and financial transactions, safeguards must be in place to minimize the risks they pose to consumers‟ interests. This research considers whether existing regulations protect consumers in cases of B2C unfair practices that could impede their ability to seek justice. The study will analyze critical problems associated with artificial intelligence systems in B2C transactions and financial markets. The analytical comparative method used in this study will reveal various biases and injustices that impact consumer rights and the current legal approach to consumer protection is found to be deficient, and modernizing regulations and promoting transparency is necessary to protect consumer rights. artificial intelligence.