Nothing to Be Happy about: Consumer Emotions and AI

Mateja Durovic and Jonathon Watson
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Mateja Durovic: Reader in Law, Dickson Poon School of Law, Kings College London, Strand, London WC2R 2LS, UK
Jonathon Watson: Post-Doc Researcher, Faculty of Law and Administration of the Jagiellonian University, Golebia 24, 31-007 Krakow, Poland

J, 2021, vol. 4, issue 4, 1-10

Abstract: Advancements in artificial intelligence and Big Data allow for a range of goods and services to determine and respond to a consumer’s emotional state of mind. Considerable potential surrounds the technological ability to detect and respond to an individual’s emotions, yet such technology is also controversial and raises questions surrounding the legal protection of emotions. Despite their highly sensitive and private nature, this article highlights the inadequate protection of emotions in aspects of data protection and consumer protection law, arguing that the contribution by recent proposal for an Artificial Intelligence Act is not only unsuitable to overcome such deficits but does little to support the assertion that emotions are highly sensitive.

Keywords: AI; consumer law; new technologies; regulation; emotions; EU Law (search for similar items in EconPapers)
JEL-codes: I1 I10 I12 I13 I14 I18 I19 (search for similar items in EconPapers)
Date: 2021
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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