Los consumidores en línea frente a la publicidad dirigida. Breves consideraciones desde la inteligencia artificial y las tecnologías conexas
ISSN: 2386-4567
Year of publication: 2022
Issue Title: LOS NUEVOS RETOS DEL DERECHO CONTRACTUAL
Issue: 16
Pages: 1368-1385
Type: Article
More publications in: Actualidad jurídica iberoamericana
Abstract
This paper focuses on the impact of digital advertising on online consumers, with special attention to targeted advertising. Companies use artificial intelligence to create more efficient digital advertising based on consumers’ interests, in order to persuade and, attract clientele using information obtained through online profiles and suggestions. The use of artificial intelligence and targeted advertising may encroach on the sphere of necessary legal protection of digital consumers