AI washing: a new form of consumer deception
DOI:
https://doi.org/10.26439/iusetpraxis2024.n59.7652Keywords:
AI washing, consumer law, misleading, advertising, unfair competition, consumption decisionsAbstract
The article will begin by developing the concept of AI washing, for which this strategy—mostly used in the marketing sector—will be analyzed. Companies often employ AI washing to make their products appear more attractive or offer better benefits compared to others, capitalizing on the influence of new technologies in the market. Once we understand how this practice works, we will analyze why this strategy can become misleading and create a competitive advantage over other providers in the market. Based on this premise, we will review the negative impacts this practice has on consumers, as well as discuss emerging global regulations, which result from efforts by countries to curb this trend. Finally, we will attempt to answer the question: Is it necessary to regulate AI washing in Peru?
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