Abstract

This study addresses the impact of the artificial intelligence and programmed algorithms on consumer relationships, examining potential implications such as altered decision-making, pricing discrimination, and data misuse. It evaluates the response of Chile’s National Consumer Service through market studies, collective agreements, and legislative reforms. The research concludes that these efforts place Chile at the forefront of electronic consumer protection in Latin America. However, it acknowledges the ongoing need for increased awareness among e-commerce participants at a transnational level.