Consumer Protection Towards AI in Global Markets and Digital Commerce

<jats:p>The study analyzes the growing challenges of consumer protection in the digital era, where AI-driven practices such as dynamic pricing, algorithmic personalization, persuasive design and microtargeting increasingly threaten user autonomy and transparency. Algorithmic opacity, biased outcomes and unclear platform penalties heighten insecurity and vulnerability. The study argues for a modern legal framework and stronger international cooperation to protect fundamental rights while enabling responsible technological innovation.</jats:p>