AI-BASED PERSONALIZATION AND PRIVACY PROTECTION: CAN CURRENT LAWS EFFICIENTLY PROTECT ONLINE USERS?
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Abstract
AI-based personalization is a technology that uses vast amounts of personal data to tailor experience for online user and provide them with information they require. On one hand, it can make it easier for users to receive relevant information, on the other hand it can also manipulate their decision-making process, lower their personal autonomy, as well as intrude in their privacy. The aim of this paper is to answer the question whether the current EU laws efficiently protect personal autonomy and the rights to privacy and data protection of online users in the context of AI-based personalization. The paper explores the notion of “efficient protection” and the specific legal challenges that AI-based personalization poses for the protection of personal autonomy, privacy, and data protection.
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